Ram Farmer Ad Pays Off in Brand Recognition
Dramatic Super Bowl Spot Proves Staying Power
In the ad frenzy leading up to Super Bowl XLVII, companies were airing their ads on YouTube a week or more in advance of their official TV debut, most of them with some sort of humorous theme. Chrysler confirmed only that it would have ad buys for the Super Bowl, but kept its plans and the ads' themes under close wraps until they actually aired. The ads were the Jeep "Whole Again" spot and Ram's "Farmer" which used audio from a speech made by the late broadcasting legend Paul Harvey, set to a slide show showing farmers and agrarian families, young and old, in rugged settings.
The spot coincided with the Ram brand's support of the National FFA Organization (formerly known as Future Farmers of America), and has had a lasting impact upon truck buyers, many of whom own competitors' trucks. The brand's support of FFA, as well as the acknowledgement of the agricultural community in the ad. Olivier Francois, Chrysler's chief marketing officer, says he receives letters from owners of competitors' brands regularly, thanking him for airing the spot, and saying they're considering a Ram truck.
Following the airing of the "Farmer" spot, Ram sales increased 26 percent in March, with first-quarter sales increasing 15 percent year-over-year for the brand, for a total of 77,594 units.
Source: Automotive News (subscription required)