Goals
1. Encourage app downloads
2. Get a first transaction

Challenges
1. Short attention spans due to driving
2. Billboard fatigue
3. We needed drivers to not only remember the brand name but the discount code as well… for an undetermined amount of time (until their next gas station stop)

Solutions
1. Lead with humor. The trucking community is no fluff and loves a good laugh. I wanted to use a humorous statement to grab their attention.

2. One-sentence brand summary emphasizing only the primary UVP (fuel discounts) to avoid info overload

3. Feature brand logo prominently, top left, for easy recall

4. Make the discount code the brand name so that the customer only has to remember one word in order to download and redeem their discount

5. Incorporate a simple app graphic to visually cue who we are/what we do

Results: The company’s top-performing ad campaign which also went on to become a brand slogan.