The State Fair of Texas is unofficially known as the “Battle of the Truck Brands,” with Ford, Toyota, and RAM vying for visitors within the Truck Zone. So how do we show that RAM has more Texas-sized swagger than our competition? By drawing on our experience as a Texas agency — and our memories growing up attending the State Fair of Texas — to create an exhibit with more creativity, more fun, and that’s more authentically Texan than all the other brands combined. 

RAM’s display features 12 oversized OOH boards with photography of our trucks playfully overlayed with State Fair of Texas insights, icons and imagery. Our bold superiority claims are strategically aimed at our Truck Zone neighbors, proving that RAM is doing more than the competition to make their brand stand out. And by extension, RAM is doing more to make their trucks stand out as more than just powerful — but as the most stylish player in town.