Insights Enabler RAM 700

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RAM 700 is part of Pick Ups & Crew Cab segment, and competes with high recognition competitors such as VW Saveiro, Chevrolet Tornado and Nissan NP 300 which basically owns 80% of the SOI leaving a small space for competitors to gain territory, especially in a category in which RAM 700 is not the leader: the fleet category.  

In addition of that, due to its target’s behaviour and the product characteristics, there is no space for traditional media planning coming from syndicated tools or media consumption based on demographic profiles, since this product was made for a specific target needs: mobility and space during their work day.  

The only key to succeeding in conveying its message was by breaking down its own traditional media planning process based on affinity and penetration on media and look the sources that really gave a real signal of what they do and where they are moving so it can convert that insight into programmatic media touch points.  


RAM 700’s key demographic is men, 20 to 45 years old of multiple socio-economic levels. Within this target, Cadreon identified three main segments: men who just opened a business; men who have successful businesses with multiple branches throughout the country; and young entrepreneurs who need a large vehicle for their hobbies (be it musical instruments, photographers, videographers, etc). 

These three segments of working-class men may differ in regards to attitudinal targets, but the agency found some commonalities: these are men focused on earning success in life, they work hard to deliver the best for their families and they commute in one particular direction in the morning and afternoon (regardless of their industry), they go to a supply centre to find raw materials for their business. There, they purchase in bulk at a cost-effective price (lumberyards, hardware stores, hobby stores, etc).  

So Cadreon found that geo location would be the perfect way to find those men who are not really susceptible to advertising and the only way to be visible to their eyes is to introduce the message softly during their work day. It also discovered that all three segments had smartphones and at least one tablet for their business, which they used primarily to make phone calls, send text messages and monitor social networking sites. Because they also considered each device a business ally, it set out to find them digitally, too.  


In order to execute this campaign the agency concentrated on several data perspectives. Through a mobile DSP, it used tags and geo fenced all the “supply centres” in a radius of 1 km so once it impacted them with a mobile ad, it was able to follow them wherever they moved. It did the same with all OOH screens that it had already programmatically connected to the trading desk so that it could identify the “overlapping zones” in which users pass through during their day.  

This revealed important data insights such as the main screen to be bought and the optimal time to be blocked with the ad because it was confident that most of the target audience would pass at that specific moment. Programmatically it bought that time on that screen up to one full hour avoiding waste of impacts and removing competitors from the audiences.  

In the case of Advanced TV, with those insights and through the data stack from its trading desk and household information from its TV provider, Cadreon identified the affinity networks by zip code (based on the overlapping tactic referenced before) so it could optimise its TV buying programmatically and increasing the frequency and reach within the three audiences segments.  

For the first time in México, it was able to buy TV and OOH programmatically fully based on data. For OOH, it bought spaces by spot, hour or day, and with TV, it optimised cost and reach under a CPM model making more with less. 


The campaign saw positive results for each target audience segment.  

 Based on the data collected after a demographic analysis of the audience (T, it learned that the men who it impacted with the programmatic OOH and ATV campaign were men of 25-45 years old. That meant that the OOH screens and ATV bought efficiently hit the target it set out to influence. 

 By optimising TV reach using programmatic, it was able to increase reach on each target up to 300% for all three audience pillars vs traditional TV buying. According to Milla ward Brown custom study, it increased purchase consideration up to 10.6% in its audience segments against traditional media buying. Brand recall was also increased up to 4.6% according to Millward Brown. 

 FCA reported a 200% sales increase for the RAM 700 line compared to the previous year in same period. This proves that the programmatic campaigns run offline combined with online, based on real-time data can be effective for sales results. 

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RAM 700
Brand Owner:
November - December 2015
Media Channel:
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