la Ara Aotearoa Transporting New Zealand is an industry voice for transportation in New Zealand and works with over 1200 member organisations. It's no secret there has been a shortage of drivers in New Zealand for a long time, so when Transporting New Zealand could see the disruptions to the supply chain in Australia as a result of the pandemic, anxiety was at an all-time high. Shelves were empty and they needed to have a plan in place to ensure we didn’t see the same shortages in stock. With covid-19 spreading rapidly in New Zealand, and an expectation that staff could be off sick for weeks on end, Transporting New Zealand went to the media and put out the call for Truckies to secure drivers for both their members and the wider industry. HainesAttract heard the call and were ready to help provide a strategic solution to mitigate the potential issues ahead.
It was time to send out the SOS. That SOS being “Save Our Supply Chain” which was the creative concept we came up with to attract relief Truck Drivers. In just a matter of weeks we created the concept and developed a media campaign which included the use of the HainesAttract owned and managed “Truck Driving Jobs NZ” Facebook page. With over 7,000 people following this page alone, it was safe to say we were getting in front of the right people! Our Media Strategists put together the perfect plan including the most relevant media channels to execute this creative concept and what a success it was.
We developed a landing page through Teamtailor where candidates were able to conveniently apply and submit their information. It was all hands on deck for our Recruitment team who helped with processing over 400 applicants via phone screens, and pre-screening questions before passing successful candidates to Transporting New Zealand's member organisations who had expressed a need for drivers. We don’t mean to toot our own horn, but it did make for a very efficient process!
The campaign and creative was such a success that it was organically picked up by various media outlets including BusinessDesk, Newstalk ZB, Rural Exchange, Transport Talk and Magic Talk Breakfast radio show. We love to celebrate success and we are proud of the coverage this campaign received. Check out the articles on Transport Talk discussing Transporting New Zealand's SOS.