Troika Imagineering Works is steering RAM’s branding strategy into new territory with our 2008 advertising campaign.

Troika was first appointed to help take our brand mainstream in 2004. At that stage, we had only 240 vehicles and a mere handful of hubs. Today, over 600 highly visible RAM-branded vehicles move between our 27 hubs every day. The phenomenal growth we have experienced shows that we are making serious inroads into a market that is dominated by big, international players.

For the first time since Troika began building the RAM brand, we are reaching the nation by featuring our credentials in TV advertising. The series of humorous ads continues to emphasise our homegrown heritage and unrivalled ability to deliver across the length and breadth of South Africa. “To date, RAM’s presence on TV has been limited to sport broadcast sponsorships, which – while highly effective for creating brand awareness – didn’t provide the best opportunity for getting the brand message across,” says Troika Chief Imagineer Neill Moross. “The new campaign does this. And it’s taking the brand’s presence to a new level.”