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Winning The Drum Awards for Content in the Automotive category was Razorfish and Stellantis’ Ram Trucks. Here is the award-winning case study.
Our task was to launch Ram Trucks’ first-ever all-electric pickup truck, targeting an audience of performance-focused “truck people” who are curious about electric vehicles (EVs) but skeptical about their ability to meet traditional truck standards. This audience values substance over hype and demands that their trucks perform as expected, prioritizing being “truck people” first and foremost. Understanding this, our campaign was designed to address these unique concerns and showcase the Ram Revolution’s ability to exceed expectations.
Objectives
Our primary objectives were to announce and drive awareness of Ram’s entry into the EV space with the all-electric Ram Trucks lineup. We aimed to generate interest and build a community of potential buyers who could be nurtured into future Ram owners. Achieving this required overcoming significant skepticism within the truck owner …
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