This launch direct mail for the All-New 2019 Ram 1500 targeted luxury SUV owners, a group that the Ram brand team felt it could conquest with this "most luxurious truck in its class." A sleeve (as opposed to an envelope) used soft-touch coatings and tightly cropped 1500 images to create an upscale feel and intrigue. Inside, an offer card introduced the new 1500 as well as a $1,000 Bonus Cash incentive for purchasing or leasing. The brochure used short-fold pages so each spread created a new headline following the words "built to," leading to the truck's Built to Serve tagline on the final spread.