Gen-X, Millennial Male Opps: Ram Trucks launches "I'm A Ram" campaign

Ram Trucks kicked off the "I'm A Ram" campaign during the first round of the NCAA March Madness tournament. The campaign is highlighted by Chris Stapleton's version of the classic Al Green song, and the campaign's namesake "I'm A Ram." In total, there will be five 30-second spots released throughout the year. The first two "Neighbor" and "Provider" have already been released. An additional full-minute video will run on Ram's YouTube channel. The campaign will also be supported on digital and social media channels. 

According to iSpot, Ram spent around $33.7m on national TV ads YTD, a 13% decrease from $38.2m spent during the same time period of 2020. Full-year spend equaled $181.2m in 2020, a 23% increase from $139.9m in 2019. This year, it placed ads during programming such as "NFL Football," "College Basketball," "2021 Daytona 500," "The NFL Today" and "NASCAR Cup Series." 

Magellan reports Ram placed about 25 podcast ads over the last year.'

Per Pathmatics, Ram earned 741.9m impressions through desktop display ads (40%), Facebook ads (24%), desktop video ads (21%), Instagram ads (9%) and mobile display ads (6%). It placed the majority (88%) of these ads site direct onto sites such as facebook.com, edmunds.com, yahoo.com, instagram.com and epsn.com. It placed the remainder (12%) through a variety of indirect channels onto sites such as yahoo.com, finance.yahoo.com, espn.com, ebay.com and cnn.com. It spent around $5.9m on digital display ads YTD, a 34% increase from $3.9 spent during the same time period of 2020. Full-year spend equaled $38m in 2020, a 41% increase from $27.2m in 2019. 

Sellers-- Ram mainly targets Gen-X and millennial men through digital display and national TV ads. It has been lowering national TV spend, while raising digital spend, which indicates it either believes digital ads provide a better ROI, or it is targeting younger consumers. It also invests in print, radio and local broadcast TV ads, per Kantar. Sellers should reach out soon to secure possible last-minute campaign ad dollars. 

Agency & martech readers-- Parent company Fiat Chrysler retained digital AOR Huge late last year after a review. As you know agency reviews often follow one another, so keep reaching out to see if you can pick up any of this company's business. Ram worked with creative agency Highdive on the new campaign, and I believe Starcom Worldwide is currently the media AOR.