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Ram Commercial – Spring Truck Season
Since workday demands are different for every vocation, my team and I approached Ram's ongoing Commercial Truck Season campaigns with preprinted exteriors featuring versioned copy.
We created a segmented versions for construction, agriculture, moving/delivery, plus a general/default category. It was a strategy that enabled a targeted story to unfold about how Ram commercial trucks and ProMaster vans were ideal for each reader's particular line of work — whether they were electricians who needed to get around town with ease, or builders who needed more power at the job site. Over time, the simple, yet sizable self-mailer proved to be as efficient and hard-working as the trucks themselves,
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ECD/Writer – Additional Credits: Ryan Johnson