National Focus | Wednesday, October 5, 2011
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Radio a Major Part of Ram Truck Hispanic Effort

Chrysler Group LLC is calling its new Hispanic-focused campaign its most comprehensive to date.

The effort -- which includes TV, radio, print, newspapers and digital media -- will run in the top 15 Hispanic markets in both Spanish and English beginning this week.

It makes sense for Chrysler to focus on this demographic, since large pickup trucks historically are one of the top-selling segments among Latinos, and the Ram 1500 and Ram 2500 are among the best-performing Chrysler Group nameplates with Hispanic consumers.

"A Todo, Con Todo," which translates "To everything, with everything," captures the "consumer mindset" and "true essence" of Ram, says Fred Diaz, president and CEO, Ram Truck Brand and Chrysler de Mexico, Chrysler Group LLC.

"This campaign is not a one-and-done effort soon to be forgotten," Diaz told reporters at a recent briefing in Dallas. "These spots were not trans-created or translated. Instead, this campaign will be ongoing and produced in both Spanish and English."

The current media buy runs through first-quarter 2012 and includes a mix of brand- and product-focused 30-second TV spots, 60-second radio ads, and print ads.

The TV spots will run on Hispanic television networks and stations, such as Telemundo and Univision. Three print ads will run in national Hispanic magazines including Hispanic Business, ESPN La Revista and Automundo, as well as in Spanish-language local newspapers. Two radio spots will run in 15 markets including Albuquerque, Miami, Phoenix, New York, Los Angeles, Denver and nine Texas communities. The ads also will run on in-language websites.

A Spanish-language brand website, http://es.ramtrucks.com, launched Sept. 2. And Ram is partnering with Yahoo En Espanol to launch a first-ever Mexican regional music channel later this year.

The campaign, which was filmed in Texas, is the first work for Ram from Dallas-based Richards/Lerma agency, the Hispanic marketing arm of the Ram brand's agency-of-record, The Richards Group.

Creative focuses on bilingual Ram Truck owners who provide unscripted, real-life testimonials. Arturo Barcelo and Ascension Banuelos talk about values that are important to them and how the Ram truck is an extension of their lives. Barcelo owns a home-improvement construction company in Dallas and drives a Ram 1500. Banuelos owns a Ram 3500 and manages a horse training ranch in Jacksboro, Texas.

(Source: Marketing Daily, 09/28/11)

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