Sax Motor Co. 100th Anniversary Campaign

To celebrate Sax Motor Co.’s 100th anniversary, Flint Group developed and executed a fully integrated campaign that honored the dealership’s legacy while launching a bold new brand identity. The creative centered on the theme “Your Co-Pilot for 100 Years,” highlighting the multigenerational trust Sax has built with customers across southwest North Dakota. A refreshed visual identity—featuring harvest gold, black, and natural tones—paired with friendly, modern typography helped create a cohesive, elevated brand presence across all platforms. Photography showcased real people and landscapes, grounding the campaign in the region’s everyday beauty and authenticity.

The campaign spanned traditional, digital, and out-of-home media, delivering more than 7.5 million impressions through high-performing placements on Pandora, YouTube, OTT, Snapchat, and display advertising. Facebook engagement soared during a $100K Community Investment initiative that invited locals to nominate and vote for causes, reinforcing Sax’s commitment to the community. Print ads ran in key regional newspapers, and billboards in Dickinson captured daily attention. With click-through and completion rates far exceeding industry benchmarks, the campaign not only celebrated a century of service but also positioned Sax Motor Co. for a strong, modern future.