Ram Challenge: Never Back Down

PANELIST:

Mark Heber, Senior Manager, Dodge Advertising, Chrysler LLC

An Ever-changing Marketing Landscape

• Never has there been more choice for consumers in how they research a purchase

Keeping Pace

• Automobile industry has traditionally focused on expensive mass media

• Digital / Online technology is exploding

• Readily-available Internet access and a time-starved consumer means more resource focus online

• 80% of new car shoppers go on-line  

The Power Of Digital

• Mass media to build top-of-mind awareness is a big waste of marketing dollars

• We are moving to the focused power of opt-in

• Online , consumers now pick and choose what advertising they’re exposed to

• We need to be where they’re at on their terms

The Challenge

• Launch a “game-changing” all-new Ram pickup into the most challenging automotive market in history

• Needed to break the paradigm of traditional truck advertising

• Something wildly exciting and unique, but delivering on core segment purchase drivers and unique product attributes

Unique Targeting

• Identified five Macro-segment targets

• The campaign needed to speak to all of them from Traditional Truckers to Casual Truckers

• Needed to demonstrate real world Ram applications to overcome even the most skeptical truck buyers

-Traditional Truckers

23% (Ram – 21%)

Hard-working, pickup lovers who use trucks hard AND look good

New Fabric Families

24% (Ram – 25%)

Want everything in a truck to satisfy active lifestyles and do it with

style

Rec Riders

18% (Ram – 19%)

Hauling and towing playtime gear

wherever serious action takes them

Pickups . .. It’s what we drive

around here

Casual Truckers

25% (Ram – 26%)

Function before form… These

guys put the truck to the test everyday

Work First

10% (Ram –9%)

“Ingenuity Under Pressure”

• Wanted to prove how our truck was tougher and smarter and “real world”

• Our “real world” inspiration was an emerging popular reality show trend of tough guys under pressure using brains and brawn

The Big Idea

• The result was a hard-core Dodge Ram Truck reality show

• Dodge partnered with director Tony Scott to create a huge promotional stunt… Ram Challenge

• A reality show wrapped like a Hollywood action film

• Four teams of everyday heroes in live competition on a brutal obstacle course

• The Big Idea?…the show would be online at Ramchallenge.com

Immersive Ramchallenge.com Experience

• A full-screen TV-like Online experience

• Literally a 360° environment

• 6-minute Webisodes uploaded each week

• Expansive elements on the site that move consumers through the shopping process

• Ultimately drove them to Dodge.com

All Roads Led to RamChallenge.com20 Miles of Ram Challenge Footage fueled

our Offline and Online Mediums

Multiple :60 and :30 TV SpotsDrove Traffic to Ramchallenge.com

Seeded the Social Media Network with footage and TV spots

Intercepted Truck shoppers through Yahoo

Engaged and Entertained Truck shoppers on Ramchallenge.com with Webisodes and other

relevant content to hold attention

Turned Awareness into Consideration /Shopping / Opt-in and ultimately purchase

Why Online?

• Putting Ram Challenge online allowed Dodge to:

o Extend the reach

o Target our Customers more efficiently

o Drive them to Dodge.com

• Approach required an online partner to match our offline TV reach, guarantee an audience, and enhance our creative

The Ideal Partner…Yahoo!

• Dodge strategically partnered with Yahoo to host Ramchallenge.com

• Pushed the online creative envelope to create a full-screen “TV-like” experience

• Efficient audience reach through both upper and lower funnel media placements

• 84% of Truck Buyers are on Yahoo!

Yahoo! Strategy

• Build an ecosystem utilizing the unique assets and superior targeting to drive traffic to Ramchallenge.com

FRONT PAGE

AD NETWORK

BT

DODGE.COM

1.2 Billion Total Impressions Delivered192 Thousand Clicks to RamChallenge.com831 Thousand Clicks to Dodge.com

Ram Challenge Election Day Takeover

Votes on Blue: 118,031 Votes on Red: 88,693

Redirects: 220,167 clicks Interactions: 462,098 clicks Video: 30,994 streams

Total Interactions: 713,259

Total Redirects: 220,167Total Votes: 206,724

Interactions: 462,098

• Biggest single day traffic driver tactic funneled consumers to Dodge.com and Ramchallenge.com

Social Media

• Content fueled Social Media efforts and provided additional traffic

• Magnified the viral spread of the content

Social Media Outreach

Motive QuestOffline –

Word of Mouth

Social MediaMonitoring & Intelligence

Distribution Points

Content• ProductProduct Videos Videos• MessagingMessaging• ChallengeChallenge Videos Videos

11,008,546 million Total Impressions Delivered410,000 additional views of Ram Challenge content

With Risk Comes Rewards

• The element with the most risk brought the greatest reward

• With rich HD Video and Online assets and support from traditional advertising the Ram launch and the campaign have been a homerun

Ram Challenge Made A Big Impression

• Ram Challenge TV out performed the F-150 campaign in memorability, as well as brand and message communication*

o …“Strong integration between television and internet campaigns helped drive strong brand communication scores…”

• Significant improvement at all levels of the funnel including a 30% improvement in consumer opinion and a 39% improvement in consideration**

*Nielsen / IAG** Factor TG

Ram Challenge Drove Strong Search Activity

• Google Online Search Trends data showed a surge in search activity during the Ram Challenge campaign

• Since the campaign, Ram search activity continues to outpace all full-size pickup trucks

Industry

Our Online Campaign Was A Huge Hit!

• Online Yahoo! impressions were over 4.4 billion, surpassing the target by nearly 1 billion

• Online visits were over 3.6 million*, exceeding the goal by nearly 1 million

• Viewers spent up to 17 minutes on Ramchallenge.com

• Average video completion rate was 90%

• 410,000+ additional views of Ram Challenge content through Social Media

* Combined Ramchallenge and dodge.com

The Bottom Line

• Ram share in the market has improved to 20%, the highest sales penetration Dodge has experienced in over five years

• Ram Challenge and our online approach has set a benchmark for future launches

Run Ramchallenge Video

Thank you