Cannes Lions


UM, New York / CHRYSLER / 2011

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To build awareness of the RAM brand, we identified one of the most-watched sporting events in the world as a partner, The Kentucky Derby. Not only did the Derby fit our mass reach goal, but it would allow us a jumping-off point for the “steel horse” branding. We developed a special vignette that featured the all-new RAM HD. We worked with our creative agency to develop targeted contextual television advertising that ran during the event, highlighting the RAM HD capabilities. Plus, we provided impactful RAM brand exposure on jockey pants for the “Greatest Two Minutes in Sports.” To engage consumers with the brand, we tapped into a great partner in the venue, the legendary Churchill Downs, for an extensive on-site sponsorship. RAM trucks were seen all over the Downs during the week of the Kentucky Derby – vehicles were on display and used as working trucks for the horse handlers.


Some 16.5 million viewers that tuned into the race and were exposed to the RAM brand (Source: Nielsen data). The broadcast value of RAM’s logo exposure was $250,000, not including media pick-ups. There were 812,000 digital impressions on the RAM website and 155,804 on-site race fans were exposed to the RAM logo on the jockeys’ pants (Source: Churchill Downs gate attendance). More than 51,000 people came through the RAM displays on-site, and there was extensive chatter through Twitter, Facebook, and other social media outlets (Source: Twitter and Facebook Custom reports). We found people’s inner cowboy and lassoed them in.

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