Following our 2018 brand development and research project, we developed a three-month mass media pilot program targeted at five of Saia’s key markets: Cincinnati, Cleveland, Indianapolis, Louisville, and Detroit. Our team led the charge on the strategy, execution, production, edit, and media planning. The final campaign, “Driving Business,” featured a 30-second broadcast spot with a corresponding radio cut, as well as a sweeping suite of print and digital banners.
We also worked on a new website and brand design that laid the groundwork for additional campaign executions including YouTube pre-roll cut-downs, paid social assets, and billboards. By showcasing the pride and purpose behind the Saia name, “Driving Business” has changed the way customers perceive LTL freight service.
INCREASE IN CONVERSION RATE