Truck Woman: Miranda Lambert
February 18, 2015
Grammy Award winning singer-songwriter Miranda Lambert is the reigning four-time CMA and reigning five-time ACM Female Vocalist of the Year (the first time anyone has won five consecutive years).
Lambert is also a truck woman through and through.
She has been in trucks her whole life, from the farm she was born on in Texas, to her current ranch in Tishomingo, Okla.
Little surprise then, that Lambert and the Ram Truck brand have collaborated to launch a new new marketing initiative with a custom “Roots and Wings” song Lambert wrote exclusively for the campaign.
The campaign includes television, print, digital, social media and long-form video elements and is the next phase of the partnership between Lambert and Ram first announced in November 2014. The new creative, coincides with Lambert’s current “Certified Platinum Tour” and includes cross-promotion and branding at many concert venues.
In fact, the silver Ram 1500 Laramie Longhorn, just like the one Lambert owns, is the Official Truck of the Certified Platinum tour, and will tow Lambert’s Airstream trailer, “Wanda the Wanderer,” to each venue. The truck will also be on display, allowing fans who attend the concerts to post pictures at #RootsWingsRAM for a chance to win a Miranda Lambert and Ram prize pack.
“I am very inspired by what the Ram brand stands for – being who you are, working hard, staying true to your roots,” Lambert said. “I wanted to write a song that would represent all of those things. ‘Roots and Wings’ is personal to me about where I come from and where I am going. The guys at Ram really made the lyrics come to life with the imagery and I hope it speaks to people the way it does to me.
“Lambert’s story is creatively told through live action video combined with illustrations, animation and vintage styling. Many of the landscapes are actual locations that are part of Lambert’s life and all of the featured still photos are her personal family photos. “Roots and Wings” is the soundtrack of the television spots and the brand’s trademark “Guts. Glory. Ram” visuals close the spots.
“Miranda Lambert is a perfect partner for Ram,” said Robert Hegbloom, President and Chief Executive Officer, Ram Brand, FCA – North America. “In our very first meeting we saw the connections between her core values and those of the Ram Truck brand – common traits like hard working, determined, goal-oriented, tough and a driving purpose to perform brilliantly at the highest levels. She’s been around trucks her entire life, from being born on a farm to owning a ranch now, and she lives her life by her own rules just like so many of our Ram truck owners.”
Ram’s Truck Women
According to registration data compiled by IHS Automotive, women purchased 15 percent of pickup trucks in the United States in the first nine months of 2014. The influence of women on the truck market does not stop with there. Women are also having an impact on the design and marketing of trucks.
Case and point. The Ram Truck brand recently named Becky Blanchard the director of marketing. In assuming the No. 2 position at the helm of the brand, Blanchard is responsible for the brand’s messaging, marketing and sales. However, she is not alone. Blanchard joins Marissa Hunter, head of Ram Truck’s advertising and Elizabeth Krear, Ram 1500 chief engineer, behind the wheel of the fastest growing truck brand.
Blanchard, a mother of two, says that she looks to bring a fresh perspective to the team that will help continue the Ram Truck brand’s success.
“15 percent of our buyers are women currently,” Blanchard said. “We really feel there is opportunity to expand that reach.”
Watch more exclusive video with Becky Blanchard from the 2015 North American International Auto Show at http://youtu.be/EHMRxm793oU.