CASE STUDY – CUSTM
Custm is a ‘last mile’ freight company with operations in multiple major cities across Australia. They partner with international freight companies to deliver freight from major depots such as Melbourne Airport to the final recipients, being local warehouses, businesses or residential homes.
Custm was looking to expand their pool of drivers, and needed to create recruitment videos in the form of 6 driver stories, so their employees could share their personal experiences working with Custm to attract more talent. For this, they engaged Pure Bold, a Melbourne based marketing company which I have partnered with in the past.
As an additional challenge, we had an extremely short delivery time, since they needed the content ready for a website launch scheduled 3 weeks from when I was approached.
WHAT WE DID
The key to building great relationships is mutual trust. As I had worked with Pure Bold on previous occasions with success, they trusted me to work directly with their client on this project to help meet the ambitious deadline. They provided me with a short brief and a brand guide, and then I was free to run the rest of the project to completion.
Another key challenge was that on the day of filming, most of the drivers were on delivery routes. And so rather than being a meticulously scripted and staged shoot, most of it was very much a run-and-gun affair. We would call the driver, work out where they were headed, and then meet them on-route. Once there, we allowed about 15 minutes to film their interview, and then instinctively shot as much visual footage as time and circumstances permitted. It took me back to the days of independent film-making, where you often had to adapt to any situation, and literally build the film in your head as you filmed it, so you don’t end up with an incoherent mess at the end. A very useful skill to have!
In the end, 5 of the 6 videos were approved without a single change required. The 6th video only needed a few minor details omitted that they didn’t feel was important.
Overall, the project was completed in 2 weeks from the time I was approached by Pure Bold. It gave Pure Bold a ‘hands off’ experience, and allowed the website launch to go ahead as scheduled. Custm was very happy with the result, as was Pure Bold.