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The Challenge

This was all about a group of hardworking individuals who made their living on the road behind the wheel of a 40-ton moving enterprise. And if that individual wasn’t on the road because of a breakdown or a lack of working capital, the enterprise wasn’t making money. Our messaging had to be direct and convincing with an end takeaway that said, when you need money fast, we’ll get it to you in as little as 48 hours, so you can get back to business.

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Our Approach

Establish a credible brand voice that created a trusted dialogue between our client and their customer. Their customer had an immediate need and Big Rig had an immediate solution. The only thing standing between them and the money they needed was 10 minutes and four photos and a mobile transaction that had to be quick and easy to execute.


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Brand Identity

The brand identity was bold and assertive, saying this was a company that understood their customer’s need and they needed to respond quickly. The italicized typography provided a sense of motion, suggesting the company was constantly on the move to get the job done. The brand color palette was assumptive. Black combined with orange denoted a sense of strength and commitment.

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Print & Collateral

From the stationary package to the print work to bumper stickers and outdoor, the look and the messaging were consistent. The copy was direct and to-the-point and contained a sense of urgency. Our customers knew Big Rig would be there when they needed them most, come rain or shine.


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Digital Campaign

Beyond the look, feel and messaging, the campaign targeted key search words and in-market audiences for customers interested in commercial vehicle title loans and repairs. Potential customers landed on the Get-A-Loan lead generation form and there they were encouraged to complete it and give Big Rig a call. All the actions were tracked by analytics and completing the lead generation form.


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Website

The corporate website required a lot of thought from both a design and functionality perspective. It had to be responsive with an easy-to-browse menu, and navigation had to take users to the information they required in one click. In almost every case, drivers would be accessing the site from the road on their mobile devices. They would also utilize their mobile phones to take pictures of their broken-down rigs in order to complete an application for quick funding and approval.


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Results

The website, digital campaign, print and outdoor went live or were produced just eighteen short weeks ago. That said, weekly conference calls with our client indicate things are off to a good start. Ad impressions for the digital campaign in the last three months totaled well over 1.3 million. Ad clicks were in the thousands and calls to Big Rig's Funding Specialists exceeded 300. Conversions for loan form completions for the period are just under 200 or 2.8%. The benchmark for the conversion rate is 1.5% - 2.5%, so our client is above the norm. In addition, we think word-of-mouth will have a big impact on our continuing success, once truckers get the word out.

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