Chrysler Rams Campaign Using Hispanic Outlets

Ram-Truck

As Hispanic-targeted media properties look to grab more dollars from the general market, Chrysler said it is launching its largest campaign targeting the Hispanic community ever for its Ram truck brand, using Univision and Telemundo outlets.

The auto company said it is the first effort to include TV, radio, print (including newspapers) and digital media and will take hold in 15 markets with large Hispanic populations, with versions in both English and Spanish.

Chrysler said it will use themes promoting the "values of hard work, dedication, and commitment to family and community."

The campaign launches Oct. 3 using true stories of two bilingual Hispanic Americans who have been successful as independent business owners, speaking about how Ram dovetails with their values.

The pair, Arturo Barcelo and Ascension Banuelos, "deliver genuine and authentic dialogue emphasizing important Hispanic values, such as dedication and respect," stated Olivier Francois, CMO at Chrysler. "Artistically filming them in their real work environments emotionally connects with consumers while providing compelling benefits and features unique to Ram."

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Nine Texas markets were used, as well as Albuquerque, Miami, Phoenix, New York, Los Angeles and Denver.

The campaign comes from the Hispanic marketing arm of Dallas-based Richards Group.

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