Integrated Campaigns
Refreshing Brands to
Grow Market Share
Benson and Transcraft were once leading platform trailer brands, but they had become stagnant and began losing market share. We had to reinvent the brands with fresh looks, product enhancements, and more relevant ways to communicate with customers and dealers.
Through brand research, we identified market perception issues that were addressed in product changes, campaign messaging, content, and new communications platforms. Combined, the two campaigns increased platform trailer market share by 5 percent.
Benson Platform Trailers
The Benson brand had low market awareness, but high customer loyalty. Our goal with this campaign was to drive national awareness of the brand – promoting the generational loyalty we were seeing in the customer base. The father and son aspect of campaign was key to delivering this message.
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Transcraft Platform Trailers
Transcraft brand awareness and reputation had been declining. The message of durability and reliability had been lost over the years. The goal of this campaign was to drive national awareness of the brand emphasizing these key attributes – with customer testimonials to back up the claims.
Con-way Freight
This campaign helped to drive a unified view of Con-way Freight as a “national” carrier by communicating the benefits of the single-network, national footprint, and fast transit times. Further, the campaign positioned us as a clear “Tier 2” carrier well ahead of regional competitors and create a unique market position. This position demonstrated our strength against both regional and national competitors, and enabled us to define our customer promise and provide a preferred customer experience.
Leveraging Competitive Advantage
Con-way Freight wanted to leverage industry data that ranked their transit times as 17% faster in lanes across the country, regardless of length of haul. Based on this data, we developed a campaign to promote Con-way Freight’s proven faster transit times powered by the nation’s largest single network.
Creating a New Service Category
Well known as an expedited carrier, Panther wanted to reposition itself. Our service levels were higher, and our solutions were more robust than most expedited carriers, so we created the new category of premium logistics – end-to-end transportation and logistics solutions that support mission-critical, high-value freight requiring special handling and flawless performance.
Panther Premium Logistics
This campaign was designed to introduce premium logistics to the market. Research helped us to determine customer perception of the new category, as well as key attributes required for this type of premium service. The campaign featured a series of multi-channel promotions focused on these attributes.
Building Trust Through Partnerships
Wabash was the first OEM to introduce a dry van trailer with composite panel sidewall. The composite, branded DuraPlate, provided significant advantages over traditional aluminum sheet designs. However, many trucking fleets were slow to adopt new technology. We needed a way to drive adoption among mid-size fleets.
Wabash National
Phase 1: Wabash built trailers for the largest truckload fleets in North America, many of whom had adopted the new DuraPlate trailer technology. We featured our large fleet partners' equipment in the campaign to build trust and credibility for the DuraPlate product in the mid-market.
Phase 2: As we gained traction in the mid-market, we evolved the campaign to feature mid-size fleets now running DuraPlate trailers. The response to this was so great that we ran two consecutive spread ads to showcase all the fleets.
