We knew we wanted to hit our target where they lived, in this case, the hardware store. We placed cardboard cut out around the store directly in front of extremely heavy objects, i.e., tall stacks of lumber, 2 X 4’s, cinder blocks, etc. It simulated in-store the Ram’s incredible capability.

Because of innovative promotions like this one, Ram share of the full-size pickup market improved to 20%, which is the highest sales penetration Dodge has experienced in years.