Within the truck category, few Hispanics knew of or preferred Dodge/Ram, while their competitors have been trusted for generations. To find a way for Hispanic consumers to get to know
and try the new Ram truck, television creative was filmed in Texas featuring testimonials of successful bilingual business owners who vouch for how Ram helps them succeed on the job every day. The
creative became digital word-of-mouth, featuring TV talent recommending the Ram brand in Web site takeovers, rich-media units and online ads. Campaign elements were featured on the Yahoo En
Español radio page and on Ram’s first Spanish-language brand Web site. Overall, Dodge Hispanic sales are up 63 percent, of which Ram comprises 41 percent of the total.
Find the
complete list of 2012 OMMA Awards Finalists
here.
Winners will be announced at the 2012 OMMA Awards reception in
New York on
October 1, 2012