The coronavirus pandemic of 2020 has shown us that the UK’s haulage industry is doing a magnificent job, not just in times of hardship, but every single day of the year.

Our reliance on truckers for supplying food, medicines and the all-important personal protective equipment (PPE) helped to raise the profile of an industry which is sometimes overlooked.

Earlier this year, we launched a campaign with the Road Haulage Association, the representative body for the operators of commercial vehicles, to ensure that the logistics industry’s workforce was recognised and celebrated for all their hard work.

The HGV Heroes campaign was designed to recognise one of the most important industries in the UK. With 98% of all goods consumed in the UK moved by truck, logistics is essential for businesses, deliveries and everything that we rely on in our day-to-day lives.

This campaign brought together Agent’s four teams, strategy, creative, digital and campaigns to deliver a high impact, national, multichannel campaign which encouraged the public to nominate individuals and teams who they considered to be worthy recipients of the HGV Heroes accolade. Utilising social media, digital advertising and national and local PR, this campaign inspired a nation to support their HGV Heroes.

Across the six-week campaign, HGV Heroes achieved:

  • Over 2.4 million impressions across all social media platforms, an increase of over 100%
  • 93.4k engagements across Facebook, Twitter and LinkedIn
  • 13k link clicks, 22k video views and over 200 new followers
  • Over 29k visitors to the website and over 67k unique page views

HGV Heroes presented the public with the opportunity to highlight some of the fantastic work that road hauliers have been doing in order to keep our country going during challenging times.

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National Lorry Week celebrates the vital and often-overlooked role the road transport industry has in our everyday lives.

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‘Better By Bus’ is a behaviour change campaign created by Agent for the Liverpool City Region Bus Alliance, which is a joint venture between Merseytravel, Arriva and Stagecoach. It’s core focus is to encourage people to travel by bus by promoting the range of benefits it offers. We’ve worked on a number of campaigns since launching in 2017.

For this campaign, titled ‘We Can’t Wait to Tackle Climate Change’, we wanted to convey that travelling by bus reduces the number of cars on the road but show this through an emotive and environmental standpoint which allowed us to address a broader global problem which is very prevalent in today’s society.

With a heavy focus on climate change, we looked at endangered animals and the positive impact that increased bus usage would have, using striking imagery to convey the message. We brought these animals to life in a ‘bus’ environment, and projected them onto buses, bus stops, billboards and other media.

We designed everything to suit different touchpoints such as out of home and social media platforms. We also created a short animated piece that featured a stop button on a pole which was floating on a piece of ice, bringing together two worlds. This idea, combined with subliminal messaging around the environment was powerful and something we knew would give the campaign a lot of undisputable impetus.

  • 45 stories in local press
  • Over 14 million social media impressions
  • 2.6 million video views
  • 40 million ‘out of home’ opportunities to see
  • 4.5 million radio opportunities to hear
  • 17 million bus wrap impressions
  • 100k Spotify listens
  • 9% growth in fare paying patronage year on year

Tim Parry Johnathan Ball Peace Foundation is a charity that works nationally and internationally FOR PEACE and non-violent conflict resolution.

We live in a world where everything is connected; forests, wildlife and us.

Providing you protection where it’s needed and confidence to stay focused on what matters most. We can help your business.

Helping you deliver your parcels.