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Cut to the Chase: Old Dominion Freight Line

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Company: Old Dominion Freight Line, Thomas-ville, N.C.
Agency: Ogilvy Durham, Durham, N.C.
Market: Business owners
Quick chase: It's the full-screen, magazine-quality images of Old Dominion reps meeting with customers in their workplace that makes this online ad click. The landing page images of the Old Dominion driver discussing shipping plans with the owners of shops that make surfboards or acoustic guitars are striking and invite a target audience of business owners into the scene. The ad is more than just pretty pictures. We found it enormously useful as it offers full menus of solutions to a customer's logistical and freight challenges.
Clue: The banner drives traffic to the landing page by making it clear that Old Dominion is a take-charge kind of freight company that won't leave the customer in the lurch.
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