TrinityRail Innovative Solutions

TrinityRail® is North America’s premier railcar products and services provider. But even though it’s a railcar company, TrinityRail is really in the problem-solving business. It is easy for companies to not recognize the problems they are dealing with nor realize the options available for solving them. It is also easy for rail providers to only address part of the equation without solving the entire problem.

The “Solving Business Matters” campaign was developed to show the target audience—CEOs, COOs, and CFOs—that TrinityRail not only understands the fiscal and logistical business problems they are facing but has the innovative solutions to solve those problems by leveraging industry-leading data, insights, design technology, engineering, and financing. The campaign is unique in having multiple headlines that are questions from the perspective of the audience, showing pensive people in their own work environments … with no railcars.

Launched during World Creativity and Innovation Week, the campaign was rolled out through several tactics, including a long-form video over a minute and a half long, six social video shorts, static social posts, print ads, and digital ads. A YouTube pre-roll campaign was launched to support the long-form video, garnering over 60,000 views over three months.