Brief #1:
Get truck drivers
Who are constantly switching jobs because the trucks are old and worn out
To consider working for U.S. Xpress
By communicating that its trucks are new with all the bells and whistles

Idea:
In the shipping industry, annual driver turnover is nearly 100%. No, seriously. Which means driver recruitment is a big deal.

Print ads like these helped change the game for U.S. Xpress — the fifth largest shipper in the U.S. — by getting drivers' attentions and increasing applications. And when other major shippers in the industry tried to copy the style and tone of the ads, it showed just how much impact the campaign was making.

Brief #2:
Get owners of small delivery companies
Who were struggling due to the bad US economy
To partner with U.S. Xpress
By getting their attention and communicating why that partnership would help both companies

Idea:
When the recession hit and gas prices started to soar, many smaller shipping companies suffered, even to the point of shutting down operations.

But since U.S. Xpress still had plenty of freight to ship, it decided to partner with these smaller companies to get the job done — a win-win for each company.

How would it contact them? Direct mail. Or technically, direct delivery (tomato, tomah-to).

Each piece in this campaign cost upwards of $50, but the company reached its partnership goal way before the budget was reached.