RAM was perceived as a brand of strong and high-quality pick-ups and trucks for work. However, consumers rated the brand way behind the competitors in growing category drivers such as innovation, technology, and luxury.
Our challenge was to bring the brand to a more aspirational territory by showing that RAM was the ultimate blend of hard work and sophistication.
We found inspiration in the target audience’s philosophy of never giving up and always striving for more even when they have already reached their goals. That’s how NO ES SUFICIENTE was born.