Trucking and Logistics Marketing Case Study

Background

J.B. Hunt Transport Services, a Fortune 500 transportation company based in Northwest Arkansas, prides itself on three pillars – people, technology and capacity. One can’t function without the others, so the company’s vision to create the most efficient transportation network in North America is only made possible when all three work together in harmony.

So they called in our team to launch a new product, one that would cater to all three pillars.

The Challenge

The client approached us to help unveil their new apps, J.B. Hunt Carrier 360 and Shipper 360. The apps are designed to help truck drivers and businesses find, book and manage loads. We needed to create a full-scale TV spot that showcased the client’s new technology without alienating its intended users.

The Strategy

J.B. Hunt’s Carrier 360 and Shipper 360 apps were built to get more done. The apps pack some serious technology, and while truck drivers are resourceful and adept at working with shippers and carriers, the last thing J.B. Hunt wanted to do was give core users a bad first impression of an app actively working to help them.

So we collaborated between Account Services, PR, Media and Creative to discuss just how we could bring the client’s vision to life. We knew the right solution needed to tap into three things – people, technology and capacity.

Our Creative Team grabbed their gadgets, gizmos and handy-dandy drone licenses and took to the picturesque roads of Northwest Arkansas, searching for locations to showcase synergy between the app and its users. Once they narrowed down locations for a shoot, we were ready to get things truckin’ for J.B. Hunt.

The TV spot was shot entirely from the perspective of the driver, whether they were on the road or stopping for a bite to eat. Through this relatable figure, we showcased important app functions, like using One Touch Load Updates on their Carrier 360 app to send notifications to a warehouse manager monitoring Shipper 360’s Automated Delay Tracking.

By placing the driver directly in the action, we were illustrating just how streamlined the app’s functionality is, helping drivers reclaim the road.