RAM Classic
The project was developed to support the communication of the launch of the RAM Classic RT, a commemorative version that marks the end of sales of the RAM Classic. With a limited run of only 100 numbered units (50 in Diamond Black and 50 in Flame Red), the objective was to highlight the differences of the special edition compared to the existing versions (Laramie and Laramie Night Edition) and create a narrative of exclusivity and celebration.
Needs that motivated the study
Communicate the launch of the RT version in a clear and impactful way.
Highlighting the exclusive standard features that are optional on other versions.
Highlight the distinctive features of the exterior design and finish.
To reinforce the commemorative and limited nature of the edition.
To ensure greater visibility of the content in the first folds of the reception and home pages.
The study was conducted using:
UX analysis and content consumption: identifying audience decline during the scrolling of inbound messages.
Benchmarking: observing how other automakers communicate sporty and commemorative versions.
Target audience study: profiling RAM customers (impulsive, demanding, passionate about cars as a symbol of status and power).
Internal insights: analysis of user browsing data and behavior on the brand's pages.
Key Results
Content consumption drops significantly after the third fold (58% abandonment rate).
Competitors highlight sports versions on dedicated pages, reinforcing their history and exclusivity.
The target audience for the RAM Classic RT values sportiness, customization, and status.
Exclusive RT features (darkened headlights and taillights, R/T decals, exclusive grille, stainless steel sill plates, Harman Kardon premium sound system) reinforce its premium positioning.
The limited edition creates a strong sense of scarcity and desirability, similar to commemorative releases from other brands (e.g., Camaro Collection).
Proposals
Immediate highlight in the reception process: include RT communication in the initial folds, with a CTA for registering interest.
Highlighting the value of standard features: presenting them as key differentiators compared to other versions.
Exclusive design: highlighting visual elements that reinforce sportiness and a unique identity.
Commemorative message: positioning the RT as a celebration of the RAM Classic's success.
Integration with RAM Society: include a call to action for the benefits club, reinforcing exclusivity.
Home RAM: Give visibility to the launch on the homepage as well, with visual emphasis and a CTA.
Conclusions
The project highlighted that RAM Classic RT's communication should be direct, impactful, and focused on the exclusivity of the limited edition. By emphasizing design differentiators, premium standard features, and commemorative nature, the brand reinforces its image of power and status, creating immediate desire in the audience. The strategy of positioning the content in the front folds ensures greater visibility and engagement, aligning with the demanding and passionate profile of RAM customers.
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