We helped transform Saia from a logo on a truck to an LTL Freight brand based on relationships and commitment.
Saia LTL Freight, a $6 billion dollar trucking company, relaunched their brand into a crowded and undifferentiated market with great success.
Our team delivered an updated brand strategy, omnichannel campaign inclusive of a national mass media campaign that reinforced Saia’s leadership in the North American freight and transportation markets.
DEFINITION 6 provided the upfront research, strategy, UX and website design to establish the framework for the site build and development, to drive leads and brand affinity. The site design and brand work set the ground-work for additional campaign executions including national broadcast television, radio, OOH, digital, search, and more.
Following our 2018 Brand Development and Research, DEFINITION 6 developed a three-month mass media pilot program for five key markets for Saia: Cincinnati, Cleveland, Indianapolis, Louisville, and Detroit. DEFINITION 6 was responsible for the strategy, execution, production, edit, and media planning management. 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 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.
89.9M Total Impressions
90% Increase in Conversion Rate
2% lift overall from 2020 Actuals compared to the 2020 Covid/No TV forecast
1% lift overall from 2020 Actuals compared to the 2020 Covid/No TV forecast
4% lift overall from 2020 Actuals compared to the 2020 Covid/No TV forecast