beyond the roadAll RAM trucks are powerful, elegant and comfortable. With these attributes combined, a RAM becomes more than just a sum of its parts. It becomes capable of serving beyond its purpose. It becomes your ultimate tool.
But most importantly, your partner.
The TRX is the apex of what Ram stands for.
It is the ultimate truck, and it is the most capable vehicle to take you…
BEYOND THE ROAD
It stands for our goal of being more than just trucks. To our drivers, it’s a way of life. It means aiming for more than what is expected. Not settling for the norm and making your own path.
beyond the sightAs a device to create hype around the arrival of the TRX, we will create ‘animal crossing’ road signs, but with a T-Rex. The signs will be placed in very remote areas. RAM will tease these signs and their possible locations via our own channels and partner media outlets.
The signs will also make appearances in hot spots in the city to generate further buzz around the campaign as not everyone is willing to venture into the desert.
The signs will also be placed in showrooms as talking points for the dealers.
The signs will be equipped with QR codes. Once it's scanned, what looks like the camera app will reopen.
But now instead of a plain old desert, the users will behold the TRX in all its might in front of them.
Real size and ready to be featured in their social photos.
After taking pictures with the car, users will be redirected to the TRX landing page where they will watch the video and join in a draw to test drive the truck and win other merchandise.
Launch Video Concept
beyond the recordHow do we prove that the TRX is the ultimate off-road monster? Well, obviously by setting records. We’ve already set one – Being the most powerful pickup truck ever. So, let’s give it another one.
Concept Video
In partnership with RedBull we will create a content series with 2 episodes + a live event.
The focus showing how the Ram brand went beyond to make the TRX a record breaking truck.
Episode 1
This will be a showcase of the engineering that made breaking the first record possible – The most powerful production truck ever.
Episode 2
This episode will reveal that RAM intends to break the furthest jump ever, by a pickup truck. We’ll show off the set-up of the stunt, any modifications made to the TRX in preparation for the jump, as well as our partnership with Red Bull to make this possible.
Episode 3
This will be the event where the record is attempted. The stunt will be broadcasted live via our communication channels. We will invite Guinness World Record officials to be present at the event to make it that much more official.
beyond terror
The “Hill of Horrors” should be scared. The 702-horsepower RAM 1500 TRX plans to scale the most terrifying sand dune in the GCC - with no tuning.
We plan on partnering with Arab GT and making this daring challenge an official review. We’ll invite past competitors to share their opinion, and even if we don’t reach the peak, at least we’re top of mind.
Client RAM Middle East
Creative Director Thiago Neves
Art Director Tamara Razik
Copywriter Jason Walden
Agency One Team Stellantis