The Challenge

Saia LTL Freight, a $6 billion dollar trucking company, needed to relaunch its brand in an overcrowded, undifferentiated market. We partnered with Saia to help transform the company from a logo on a truck to an iconic brand worthy of its 95-year history.  

The Approach

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.

The Work

The Results

89.9 M

IMPRESSIONS

90 %

INCREASE IN CONVERSION RATE

17.4 M

SALES

38 K

INVOICES

6.9 M

WEBSITE VISITS