Dodge offers Texans special Ram 
Ram Truck Brand Celebrates ‘Truck of Texas’ win with new Campaign Exclusively for Texas Market
- Campaign focuses on the Ram Truck brand’s win at Texas Auto Writers Association 2010 Texas Truck Rodeo
- Ram Truck brand awarded with ‘Truck of Texas,’ ‘Luxury Pickup Truck of Texas,’ ‘Full Size Pickup Truck of Texas’ and ‘Heavy Duty Pickup Truck of Texas’
- Inspired by Texas’ tough and charismatic persona
- Creative campaign developed by Dallas-based advertising agency, The Richards Group
November 24, 2010 , Auburn Hills, Mich. – The Ram Truck brand is celebrating its recent win at the Texas Truck Rodeo, an annual competition organized by the Texas Auto Writers Association, with an all-new regional marketing and advertising campaign. The “Truck of Texas” win reaffirms the capability, power and refinement found in the Ram Truck brand lineup.
Not only did the 2011 Ram 1500 win the coveted title, “Truck of Texas,” the Ram Truck brand also swept every category it entered, securing wins for newly-introduced Ram Laramie Longhorn as “Luxury Pickup Truck of Texas,” Ram 1500 Outdoorsman as “Full Size Pickup Truck of Texas” and Ram Power Wagon as “Heavy Duty Pickup Truck of Texas.”
The fully integrated “Truck of Texas” campaign is aimed squarely at full-size and heavy-duty truck buyers in the Lone Star State, also known as the truck capital of the world.
“The truck market in Texas is as competitive as it gets,” said Fred Diaz, President and CEO – Ram Truck Brand, Chrysler Group LLC and a native Texan.
“These awards help differentiate the Ram Truck brand from the competition and helps to place us at the forefront of Texans’ truck-buying, decision-making process. We are honored by our recent wins at the Texas Truck Rodeo. This all-encompassing win will give true Texas truckers further reason to get behind the wheel of one of our Ram trucks to see for themselves.”
With the new campaign, the Ram Truck brand emphasizes how Texas truck buyers and Texas auto journalists are a demanding bunch – and how Ram pickups answer the call. The radio spot, “Three Favorite Words,” highlights Ram’s numerous wins at the Texas Truck Rodeo:
…in fact, every category Ram entered, Ram won. Hands down. Turning heads among experts who know and drive trucks for a living. But what really matters is why? Ask those Texas auto writers and you’ll hear words like “outstanding on- and off-road handling, beautiful styling, fuel efficiency and value.” They sure do have a way with words. Including our three favorites: “Truck…of…Texas.”
The “Truck of Texas” 30-second TV spot highlights Texans high expectations for their trucks and that Ram can blow them out of the water. Titled “Undeniable,” the distinctive voice-over states “In Texas, you judge a truck by what it can do, not by what it says it can do…”
The clip goes on to highlight each distinctive win at the Texas Truck Rodeo providing undeniable evidence of Ram Truck capabilities.
The TV campaign will debut during the upcoming NFL football game in Dallas on Thanksgiving Day and will run through the start of 2011.
Print ads, featuring a high-end southwest look and feel, will stretch across the entire state encompassing daily, weekly and monthly publications, in addition to web site banner ads.
Print, radio, digital and billboard ads will extend across the entire year for 2011.
The creative campaign was developed by Dallas-based advertising agency, The Richards Group.
About the Ram Truck Brand
With a work-hard, play-hard attitude, the Ram Truck brand offers the boldest, most powerful and capable pickup truck lineup on the planet.
Introduced in 2008, the Ram 1500 is a game changer in terms of its ability to “outsmart” and “out-tough” the competition with its bold exterior design, crafted and refined interior, engineering excellence, superb innovation and best-in-class features and amenities.
The Ram Truck brand added to its award-winning truck lineup with the introduction of an all-new 2010 Ram 2500 and 3500 Heavy Duty trucks, Motor Trend’s Truck of the Year. The new heavy-duty trucks provide customers with first-time innovations and features along with new standards of strength, utility and driveability, building on the Ram’s leadership in the heavy-duty pickup segment.
The Ram Truck brand will further enhance its commercial vehicle presence with the introduction of a “new crew” of commercial-grade work trucks: the new 2011 Ram 3500, 4500 and 5500 Chassis Cabs. Led by an all-new crew cab, the new 2011 Ram Chassis Cabs are built on a proven frame and chassis, and engineered for maximum uptime, optimum performance and enhanced commercial capability.
