Con-way
Recruitment Campaign

Facing an industry-average driver turnover rate of more than 120 percent, Joplin, Mo.-based Con-way Truckload needed a campaign that would help them keep up with the pace. KG Partners used commoditized driver benefits in the headlines of these ads to set up a contrasting lifestyle message with the visual. This campaign has not only differentiated Con-way from other carriers, it's led to record recruitment numbers including an all-time company high in January 2008.

This campaign also won the 2008 "Best in Class" Compass Award by the Transportation Marketing Communications Association (TMCA).