Saia LTL Freight, a $1.7 billion dollar trucking company, has been in business since 1924. As the Agency of Record, DEFINITION 6 was tasked to relaunch the brand’s name into an overcrowded, undifferentiated market. After several realignments and an overhauled mission statement, our team delivered a national mass media campaign that reinforced Saia’s leadership in the North American freight and transportation markets.
The final campaign, “Driving Business”, featured a 30-second broadcast spot with corresponding radio cut, as well as a sweep of print and digital banners. Our team further supported the message with Youtube preroll 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.