Truck owners are some of the most loyal drivers in America. But lately Ford, the best-selling truck in America, has been getting some serious competition from Ram. We wanted to turn up the temperature on the truck wars and give our growing base of Ram fans a way to show their pride and rile up the competition. So we launched the Ram Trucker Cover, a truck cover that makes any Ford F-150 look like the award-winning Ram 1500. We positioned the Trucker Cover as a solution to help Ram drivers cover up embarrassing Ford trucks in their neighborhoods. With a limited budget to create and promote the truck cover (42K total), we launched an infomercial-style video of the Trucker Cover on social media, allowing our Ram fans to share it and their love of our brand with the Ford-driving masses.

Truck owners are some of the most loyal drivers in America. The Trucker Cover gave Ram drivers the ability to transform any Ford F-150 into a Ram 1500 to show off their loyalty while poking fun at the competition.

Rapid social listening showed us that heated conversations about truck loyalty extended online, with the “truck wars” being a huge topic on social media. The Trucker Cover specifically targeted Ram drivers as a way for them to show their loyalty and troll fans of Ford trucks. Ram drivers were asked to order the truck cover or share our infomercial with a friend or acquaintance who drives a Ford. This was a direct component of a larger campaign by Ram that’s causing more drivers to switch to Ram than ever before.*

*Based on IHS Markit U.S. conquest household methodology using IHS Markit Segmentation for CYE 2001–2020

We designed the Ram Trucker Cover to exclusively fit the Ford F-150, which meant we needed to adjust the dimensions of the “Ram” to fit a Ford. We spent the majority of the production calendar iterating, prototyping and test fitting cover designs that would not only fit over the competitor’s truck, but also highlight Ram’s unique design features that have helped make it such a huge success in the full-sized truck market. To promote the cover on Ram’s social channels, we created a series of videos that parodied daytime TV infomercials, positioning the Trucker Cover as a solution to covering up embarrassing Ford F-150s in the neighborhood.

Promoted through a series of online videos on social media platforms like Instagram, Facebook and TikTok, the Trucker Cover became one of Ram’s most popular creative pieces of the year, with overall performance being above benchmarks and high engagement across all social platforms. Videos promoting the piece received over 1.2 million views across Ram’s social channels. The Trucker Cover was also talked about in publications such as Adweek and Ad Age, as well as automotive sites like Motor 1 and Power Nation. The Trucker Cover continues to engage Ram fans as part of a larger campaign that positions Ram as a direct competitor to Ford, leading to more drivers switching to Ram than ever before.*

*Based on IHS Markit U.S. conquest household methodology using IHS Markit Segmentation for CYE 2001–2020