Olivier François, director de Mercadeo de FCA Global
Lopez Negrete Communications designed Boss, the most recent campaign for Ram trucks, focused on the Hispanic audience. The initiative recognizes workers, who are their own bosses and do their hard work day after day. The 30 and 60 second commercials focuses on the innovations of the Ram 1500 Limited, and also highlights the determination and vocation, values shared by the Ram brand and Latin cultures. “Trucks are one of the top selling segments among U.S. Latinos and the Ram 1500 and Ram 2500 are among the most popular models” said Olivier Francois, Chief Marketing Officer at FCA – Global. “It is important that we reach Hispanic auto buying consumers with relevant marketing strategies that not only accurately depict the brand, but also authentically capture the lives of such an influential consumer. The Boss campaign does this in a way that makes an emotional connection and seamlessly integrates the Ram 1500 into the story.”Ram teamed with the independent Venezuelan rock band, La Vida Bohème, that composed the main theme of the campaign, titled La Bestia. “In key truck markets like Houston, Los Angeles and New York City, the multicultural population is in fact the majority population” said Juan Torres, Head of Multicultural Advertising at FCA.
