EVENTS
RAM Mobile Test Drive Experience 2018
OBJECTIVES
• Create an immersive vehicle experience that cannot be conveyed via in-dealership methods
• Experience should be product specialist led, hands-on, and interactive at all times
• Showcase key truck capabilities (Performance, Capabilities, Leading Edge Technology, Luxurious Interior, Safety)
• Entice bystanders – to enter the experience and learn more
• Tour must be self contained where all assets travel from location to location from start to end, with efficient set up and dismantle
DESIGN CONSIDERATION:
• Inviting and interesting
• Engaging and interactive
• Strong Ram branding with multiple levels of messaging for key capabilities
• Venue space flexibility
• Cost effective and self-contained
• Easily Scalable
REFERENCE
Visualization
Overall Site
Ram Capabilities Engagement Zone
Welcome Area
Dynamic, branded entrance area invites guests in with RAM lifestyle imagery and capabilities messaging. RAM brand ambassadors welcome guests, hand out giveaways and provide information about the experience.
Entrance
A Learning Experience
As guests enter the Ram Capabilities Engagement Zone, they are surrounded by the essence of the Ram brand. It captures the attention and engages visitors who are genuinely interested in learning about the Ram.
See … Learn … Do
Aerial View
Plan View
Engagements
Walkarounds & Demos
• Product specialists perform immersive, scripted vehicle walkarounds at each of the two display vehicles located in the engagement area
• During the experience, product specialists reinforce Ram’s array of competitive advantages
• The Emcee engages the crowd and encourages participation in the various engagements and demos
• Throughout the day a product specialist invites guests to participate in a “Jam the Ram” experience to demonstrate the best-in-class Rambox cargo management system and truck bed storage capability
Dynamic Truck Hoist •E-Torque Demo
Capabilities Truss Towers
Ram Capabilities Truss Tower deliver impactful messages and digital content on each of the (5) key capabilities:
Performance • Capabilities • Leading Edge Technology • Luxurious Interior • Safety
Photo Op
"Life Demands More"
• Guests pose for Photo Op as the “I” in LIFE
• Digital Photo with Ram Branded Photo Border uploaded to guest’s email and social media
Immersive Ride & Drive Experience
Test Drive Registration • Pre-Drive Survey • Post-Drive Survey
Brand Ambassadors encourage guests to participate in an immersive test drive experience on the closed course, including (5) on-course elements that help demonstrate key Ram capabilities.
