Trucking Into the Future With Ram REV

What happens when a brand puts trucks, tradition and tech in the blender?

Background

Truck owners are a different breed—dependable, rugged and loyal to their gas-powered rides. So how do you convince them to make the leap into the world of electric vehicles? Enter the Ram REV, designed by Ram Trucks to turn “never, no thanks” into “wait, what’s this now?”

For a group of drivers this devoted, designing the truck was only half the battle. Winning hearts, minds and trust was going to be just as difficult—so we needed a campaign as groundbreaking as the vehicle itself. Ram Revolution had to change the way traditional drivers think about EVs. Big ask.

Journey

We knew we had to go big, so we launched Ram Revolution with a multi-phase campaign designed to punch through the brick wall of skepticism.

First, a docu-series offered up an all-access pass to the creation of the Ram REV, straight from the people who built it. Designers, engineers—everyone had their say, revealing the journey from drawing board to reality.
Then, we hit the stage at CES in Las Vegas. The Ram REV made its debut at the world’s biggest tech show, a place known more for TVs than trucks.
Finally, at the Super Bowl, we brought truck lovers into the fold—supporting a TV spot that showed off the Ram REV’s muscle by launching a global web experience to start the two-way conversation.

We also built a community of Ram Revolution Insiders, a group of enthusiasts who wanted to be part of this journey—with exclusive content, updates and a backstage pass to the future of Ram Trucks.

Outcomes
Everything went great. No electricity pun needed. You’re welcome.

116.8 million
social impressions.
That’s a whole lot of eyeballs. Basically all of Italy, but from all over.
1.6 million
website visits.
over 2.2k%
increase in social engagement.
32k+
hand-raisers ready to join the Ram Revolution.