Campaign details

Brand: RAM
Brand owner: Fiat Chrysler Automobiles Mexico
Lead agency: UM
Country: Mexico
Industries: MPVs, minivans
Media channels: Events & experiential, Online display, Online video, Programmatic display, Social media, Sponsorship - media, Websites & microsites
Budget: 500k - 1 million

Executive summary

RAM ProMaster Rapid was the latest launch of the RAM Commercial Range, which faced uncertainty in its first year as the automotive sector was experiencing a recession at country level. This was due to various macro-economic factors such as the high exchange rate, and the new US government encouraging companies to invest within their country rather than open new assemblers in Mexico.

An additional challenge was that though the sub-segment had potential, it represented only 2.2% of the total industry. This meant the marketing investment was minimal, with no budget for a TV spot.