We recently started work with Baggett Transportation, a privately-owned trucking firm specializing in military equipment and munitions transport. They needed a new driver recruitment ad campaign.

The first thing we learned about Baggett’s folks was pretty much the same thing we heard from every driver we interviewed for background: They’re really nice people.

Their drivers (all Owner Operators, not Company “employees”) consistently reported what a good company Baggett is to work with. And how proud they were to be serving the armed forces.

All of which led to a pretty dramatic overhaul of their ad campaign. Click on the images below to see the ads in a larger size. Then you can zoom-in on the larger images by holding down your Ctrl button and rolling your mouse-roller forward.

The copy pretty much came straight from the couple profiled. When I read it to Wayne and Bonnie over the phone, Bonnie said, “Boy! I got chill bumps.”

Now that is why we’re in this business.

BEFORE

AFTER

This entry was posted on Tuesday, June 22nd, 2010 at 9:25 pm and is filed under THE AGENCY, Work. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.