Truck people don’t trust EVs. EV intenders don’t consider trucks. The Ram Revolution campaign changed that. So when Ram launched its first electric truck, it set out to redefine what a truck could be. The campaign shattered skepticism, showcased fearless innovation, and won over both sides—driving 10x the expected reservations. Scroll to see how we made it happen.

Phase 1: Ignite a Spark 

We kicked off with an 8-part YouTube docu-series, flooding social channels with the stories of the truck’s visionary creators. Each episode built momentum, teasing the reveal date and drawing fans into the movement.

Phase 2: Rally the Masses 

Ditching the predictable auto show playbook, we took over CES, unveiling the truck of the future on a global stage. Custom content powered a live YouTube reveal with interactive chat, a CES keynote stream, a paid media blitz, and influencer partnerships, driving audiences to a sleek, dedicated site—where curiosity turned into commitment, and skeptics became believers.

Phase 3: Mobilize the Movement

During the Super Bowl, the Ram 1500 REV—Ram’s first production EV truck—took center stage, marking the first step toward bringing the CES concept to reality. The campaign didn’t just spark interest—it moved people to act. Reservations surged, and with them, a new wave of believers joined the REV Insider+ community, gaining backstage access to production updates and direct connections with Ram engineers and designers.

This wasn’t just a launch. It was the moment Ram redefined the future of trucks.