TMSA Trailblazer Award: The Leverage Marketing Group & Odyssey Technology and Logistics

2022 Trailblazer Award Winner

ELEVATOR PITCH:

One of the greatest challenges to logistics providers today is driver recruitment. Despite increasing compensation, sign-on bonuses and benefits, Odyssey needed to stand out in a competitive marketplace. Odyssey provides a diverse range of services, which means we have a wide array driver openings. We realized this challenge could be turned into an opportunity and we could allow drivers the opportunity to “Choose Their Lane” by selecting their preferred equipment type, home-base location, even the length of routes they were interested in driving. Once the program was developed, we needed creative that would cut through the clutter. Early in the process, we landed on the idea of creative evocative of a retro video game, one that let the player control their own adventure. The creative evolved to become more representative of our equipment and our drivers. In the end, the illustrated approach stood out in a crowded field.

MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:

- 5680 unique web visits

- 102 Driver Submissions

- Positions filled!

BLAZING A TRAIL!:

Turning a challenge into an opportunity is what makes our Choose Your Lane program innovative. Our wide range of needs became an opportunity to provide flexibility, and underrated benefit in a market congested with salary and bonus offers. The retro design of the campaign creative is what made our campaign unique and stand out.