THE STEEL COWBOY by UM for Dodge

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THE STEEL COWBOY

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency UM
Creative Director Jimmy Bonner, Rob Baker
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CHRYSLER - DODGE
Product/Service: AUTOMOBILE
Date of First Appearance: May 1 2010
Entrant Company: UM, New York, USA
Vice President/Associate Media Director: Jennifer Lawrence
Media Planner: Lauren Cera
Digital Media Supervisor: Brent Estevez
Senior Vice President, Communications Planning: Diana Bojaj
Senior Vice President, Group Buying Director: Allison Kallish
Principal: Dave Allen (The Richards Group)
Creative Director: Rob Baker (The Richards Group)
Creative Director: Jimmy Bonner (The Richards Group)
Brand Management: Geoff Pence (The Richards Group)
Team Leader, Brand Management: Bill Freed (The Richards Group)
Media placement: Special Event - The Kentucky Derby - May 1, 2010

Insights, Strategy & the Idea
The challenge was to establish the Dodge RAM as a legitimate stand-alone truck brand. Research showed that everyone wanted to get in touch with their “inner cowboy.” Our strategy was to build awareness for the RAM brand by aligning RAM with a media property that would gain the attention of the Heavy Duty (HD) audience on a large scale, but with a personal message which appeals to each potential consumer. We also wanted to engage consumers – allow consumers to touch and see RAM HD trucks from behind the wheel – and generate visits online for consumers to learn more. The engine space had been a place that RAM had never played before. It seemed surprising, since it has never been difficult to find horses around pick-up trucks. There is a cowboy in all of us. The steel horse allows us to live that life, if only when driving.

Creative Execution
To build awareness of the RAM brand, we identified one of the most-watched sporting events in the world as a partner, The Kentucky Derby. Not only did the Derby fit our mass reach goal, but it would allow us a jumping-off point for the “steel horse” branding. We developed a special vignette that featured the all-new RAM HD. We worked with our creative agency to develop targeted contextual television advertising that ran during the event, highlighting the RAM HD capabilities. Plus, we provided impactful RAM brand exposure on jockey pants for the “Greatest Two Minutes in Sports.” To engage consumers with the brand, we tapped into a great partner in the venue, the legendary Churchill Downs, for an extensive on-site sponsorship. RAM trucks were seen all over the Downs during the week of the Kentucky Derby – vehicles were on display and used as working trucks for the horse handlers.

Results and Effectiveness
Some 16.5 million viewers that tuned into the race and were exposed to the RAM brand (Source: Nielsen data). The broadcast value of RAM’s logo exposure was $250,000, not including media pick-ups. There were 812,000 digital impressions on the RAM website and 155,804 on-site race fans were exposed to the RAM logo on the jockeys’ pants (Source: Churchill Downs gate attendance). More than 51,000 people came through the RAM displays on-site, and there was extensive chatter through Twitter, Facebook, and other social media outlets (Source: Twitter and Facebook Custom reports). We found people’s inner cowboy and lassoed them in.