challenge
Selecting a port for importing/exporting cargo is a major business decision with long-term implications. Although NC Ports has many advantages, it competes with bigger, more traditional ports that project a perception of greater capacity. NC Ports turned to HMH for our experience and expertise in the category.
Working as an extension of the client team, we were reminded that NC Ports has the fastest turn times on the East Coast. While speed is important, we knew that customers needed more. So we proposed a strategy of also leaning on the continual investments in port and harbor improvements that enabled efficient, customized service to customers. Our approach: More than fast.
capabilities tested
Advertising
Analytics
Brand strategy
Design
Digital development
Media planning & buying
Photography
Video
insight
Creating effective work starts with a solid understanding of client needs. Our creative team of problem solvers was on very firm footing as they crafted the “Welcome to Done” campaign. The premise was based on the benefit of a benefit. What do the fastest turn times on the East Coast mean for business? More efficiency, more productivity, more possibility. In short, getting to “done” more quickly. Launched in print ads, digital banners, eblasts, and programmatic pre-roll video, “Welcome to Done” appealed to companies as varied as furniture makers and shippers of refrigerated cargo. It proved to be memorable and effective from the get-go.
impact
HMH elevated the NC Ports brand experience with a unique strategic approach, highly impactful creative, and effective use of targeted, programmatic media. The effort helped shift perceptions of NC Ports as being capable of handling customer needs as well as its larger competitors. Results included:
