A business-to-business campaign urging shippers in construction materials, petrochemicals, metals and containerised cargo to move long-haul and bulk freight off the roads and onto the national network. It ran across trade media, industry forums and digital platforms, carried by customer case studies rather than consumer creative.
The brief
UAE shippers of construction materials, petrochemicals, metals and containers, for whom road delays and congestion add real costs.
The idea
Through trade media, industry forums and customer case studies, Etihad Rail pitched its nearly 900km network, where one train carries up to 300 trucks' worth of freight, for long-haul and bulk loads.
What to borrow
Positioning rail as a partner to road freight, with case studies as proof, makes a B2B switch feel low-risk.
