Ryder Rebirth
Opportunity
Ryder’s used trucks sell for far more than market value because they are known for keeping the best-maintained trucks in the industry. But since 1933, Ryder’s world-class technicians and facilities have only been available to those leasing Ryder trucks. In 2015, we were asked to announce in a big way that independent owners could now have their vehicles serviced by our celebrated technicians at any of our 400 facilities across the country.
Insight
While our technicians already were recognized as the best, we needed to create a story that make it to independent owners with our big announcement.
Idea
What better way to make the announcement than with a big, Hollywood-style video of destruction that would be shared by industry-folks while also showcasing the world-class talent we were now making available to anyone? We challenged the C-suite to let us do our worst to a brand new truck and then give their techs 24-hours to get the truck back on the road. The techs were as skilled as the C-suite was brave. Thus, “Ryder Rebirth” was born.
Results
· The video generated over 5 million industry views across all platforms, generated thousands of leads for Ryder
· The campaign was a Finalist in the Shorty Awards for B2B Films
