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CSX: Transporting a Brand Forward

Posted by Mullen on 06/08/09
tags: , , , ,
CSX: How Tomorrow Moves - 1 of 4

CSX: How Tomorrow Moves - 1 of 4

Challenge: Increase awareness and improve opinions of transportation giant CSX.

Solution: Show that CSX is a responsible way to ship the products we love and need.

CSX is one of the biggest transportation companies in the U.S., but few people know exactly what they do or how important they are to our day-to-day lives. Not to mention, a lot of what people think they know about rail freight is wrong. Trains are actually a safe and environmentally responsible way to transport goods. They keep traffic off our highways and can move a ton of freight 436 miles on a single gallon of fuel. As it turns out, once we made people aware of these facts, opinions of CSX improved dramatically. This led to our new brand positioning and strategy: CSX moves the critical ingredients of everyday life in ways that make a difference today and tomorrow. In plain English, that means we all get the stuff we want without wrecking the planet. Check out CSX.com for the whole story.

CSX: How Tomorrow Moves - 2 of 4

CSX: How Tomorrow Moves - 2 of 4

CSX: How Tomorrow Moves - 3 of 4

CSX: How Tomorrow Moves - 3 of 4

CSX: How Tomorrow Moves - 4 of 4

CSX: How Tomorrow Moves - 4 of 4

  • everysandwich

    This spot is one of my favorites in recent years because it’s simple, and it uses one astounding fact to make a compelling case.

  • http://www.fredleo.com fred leo

    This spot is one of my favorites in recent years because it’s simple, and it uses one astounding fact to make a compelling case.

  • David Mullen

    Thanks for the kind words, Fred. I can’t speak on behalf of the whole crew, but that spot is one of my recent favorites, too. It’s solid for the reasons you stated and more. And let’s not overlook that catchy tune. I think it played on a continuous loop in my head for months.

  • David Mullen

    Thanks for the kind words, Fred. I can’t speak on behalf of the whole crew, but that spot is one of my recent favorites, too. It’s solid for the reasons you stated and more. And let’s not overlook that catchy tune. I think it played on a continuous loop in my head for months.

  • brewster1

    I like the spot as well, but I'd love to know how CSX arrived at the statistic about moving a ton of freight 436 miles on a gallon of fuel. Sounds a lot like the Chevy Volt mileage figure (230mpg???!!!).

  • brewster1

    Oh, and another thing, did you notice that the statistic in the video states 423 miles, and in the text on this page it's 436?

  • http://www.markmymymind.com/ Nicholas Norman

    CSX is an engine of change

    engineofchange.com is available at http://www.markmymind.com

    engineofchange.com

    there’s only one.

  • http://www.markmymymind.com/ Nicholas Norman

    CSX is an engine of change

    engineofchange.com is available at http://www.markmymind.com

    engineofchange.com

    there’s only one.

  • max191

    Interesting blog. It would be great if you can provide more details about it. Thanks a load!
    regards
    charcoal grill

  • davidfreels

    I'm jealous. I spent five years as a senior copywriter on Norfolk Southern trying to persuade the client and the agency to do the kind of smart, intelligent work now seen in this CSX campaign. Very nice. If you taped any of the client meetings, I'd love to see/hear those sometime too so I can finally figure out what else I could have done.

  • davidfreels

    I'm jealous. I spent five years as a senior copywriter on Norfolk Southern trying to persuade the client and the agency to do the kind of smart, intelligent work now seen in this CSX campaign. Very nice. If you taped any of the client meetings, I'd love to see/hear those sometime too so I can finally figure out what else I could have done.

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