When is a vehicle a messaging vehicle?

ANSWER: When the messaging is wrapped in a design that hits the ground running. The company started out just wanting to become greener and trade in their gas-guzzling company vehicle for a 100% electric Nissan Leaf®. The company’s Human Resources and Corporate Marketing departments teamed up to turn a new car into a messaging vehicle for both the company values and a recruitment tool. Seeing as the car would be driving around town most of the time, it could carry the company’s fun design feeling and a callout to talent in town. The phrase, “We fill up on talent, not gas” on the side of the car sends both the company’s green message and an invitation to talented individuals to consider the company for their next career move. The car is brought to recruiting fairs on college campuses and conference centers and has become a corporate icon.