“Ram on Demand” YouTube videos take a closer look at businesses that get to try out ProMaster and ProMaster City vans for day.Ram Commercial, a division of the Ram Truck brand, launched a new marketing campaign for its full line of work trucks and vans with particular focus on how the division’s Ram ProMaster and ProMaster City vans help small businesses and commercial customers maximize efficiency.
The multidimensional campaign, the most comprehensive since the Ram Commercial division was created four years ago, includes television, print, digital, video and social media components.
A 30-second television spot, “Time,” debuted today on the CBS television network’s early NFL game.
The first in a series of “Ram on Demand” videos were posted Friday on YouTube. Ram lets businesses, including an urban beekeeper, use its ProMaster and ProMaster City vans for a day.
Print ads for the full line of Ram Commercial work trucks also appear this month in targeted publications, including Forbes, Professional Builder and Remodeling magazines.
“Ram Commercial vehicles are purpose-built to get the job done,” said Mike Manley, head of Ram Brand, FCA – Global. “While running the day-to-day business and making every minute count are the primary focuses of most small businesses, we wanted to demonstrate how the capability, versatility, ride and handling, fuel efficiency and cargo capacity of our Ram ProMaster and ProMaster City vans can help drive a company’s efficiency in a very smart way.”
In its new campaign, Ram opted to break-away from traditional marketing strategies.
“In this campaign, Ram Commercial has created visually compelling executions that stand out from the ‘status quo’ in what traditionally is a functional communication category,” said Olivier Francois, chief marketing officer, FCA – Global. “The strategy of showcasing the stories of real life customers using our vehicles and talking about how our Ram ProMaster and ProMaster City vans work for them is a message that is sure to resonate with small-business owners.”
“Time” TV spot
The 30-second “Time” commercial demonstrates how Ram ProMaster and ProMaster City vans are versatile for small businesses like seafood delivery, mobile car wash detailer, heating and cooling and home restoration companies.
Shot in a large soundstage with a huge turnstile-type set, the camera rotates from scenario to scenario eventually revealing that each quadrant is part of a large clock. (See video below.)
The final title card also highlights Ram ProMaster City’s latest designation, “America’s Most Efficient Work Van,” based on best-in-class fuel economy, cargo capacity and payload capability.
“Ram on Demand” Test Drives
“Ram On Demand” puts a new twist on the idea of a traditional test drive. Ram Commercial delivered Ram ProMaster and ProMaster City vans to small-business owners in Los Angeles and New York City, specifically to owners who are operating old work vehicles and who have never seriously considered the idea of a modern work van.
The vans were customized with upfits based on the business’ usages and then provided for the day to put through the test of normal business operations and routines. Video captures the reactions of the business owners while using the vans.
“Ram on Demand” kicks off with a 60-second overview video followed by two videos each of businesses experiencing the Ram ProMaster and Ram ProMaster City. Veestro, a Los Angeles-based food delivery company, and Andrew’s Honey, a New York City beekeeper and honey retailer, are featured in the first two “Ram on Demand” videos. Additional videos will join the first two on YouTube and the Ram Commercial website, as well as the brand’s Facebook and LinkedIn sites.
Customer Profile Videos
Different than the “Ram on Demand” full-day test drives, Ram Commercial’s documentary-style customer profile videos showcase the daily use of Ram ProMaster and ProMaster City vans by various businesses that currently own Ram vans and how the versatility, ride and handling, fuel efficiency and cargo capacity help drive each company’s efficiency.
Environmental Painting Alternatives of Orlando, Florida, a commercial and residential painting company with Ram ProMaster and Ram ProMaster City vans, is featured in one video currently on the Ram Commercial YouTube channel and the Toledo, Ohio, Ecoshine Mobile Auto Detailing company that exclusively uses a ProMaster van is featured in another. Additional customer profile videos will be added to the brand’s website and YouTube channel.
