Fedex DM CHANGING WORLD by BBDO Guerrero Makati City

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Philippines
Agency BBDO Guerrero Makati City
Creative Director Drew Ungvarsky
Art Director Joe Branton
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: FEDEX
Product/Service: FEDEX
Date of First Appearance: Sep 30 2010
Entrant Company: BBDO GUERRERO, Makati City, THE PHILIPPINES
Entry URL:
Chief Creative Officer / Writer: David Guerrero (BBDO Guerrero)
Executive Creative Director / Writer: Simon Welsh (BBDO Guerrero)
Executive Creative Director / Art Director: Brandie Tan (BBDO Guerrero)
Creative Director / Writer: Pia Roxas Ocampo (BBDO Guerrero)
Associate Creative Director / Art Director: Dale Lopez (BBDO Guerrero)
Senior Vice President Account Director: Peter McCallum (BBDO New York)
Account Director: Michaela Skelly (BBDO New York)
Digital Strategist: Mark Himmelsbach (BBDO New York)
Digital Producer: Doug Stivers (BBDO New York)
Creative Director: Drew Ungvarsky (Grow Interactive)
Art Director: Joe Branton (Grow Interactive)
Interactive Producer: Eric Green (Grow Interactive)
Flash Developers: Jeff Penano (Grow Interactive)
Flash Developers: Ricky Williams (Grow Interactive)
Flash Developers: Darius Pilapil (Grow Interactive)
Animator: Jason Levesque (Grow Interactive)
Developer: Luke Bilger (Grow Interactive)
Developer: Josh McDonald (Grow Interactive)
Media placement: Website - Online - September 30, 2010
Media placement: Banner Advertising - Key Sites In 14 Global Markets - October 15, 2010
Media placement: Rich Media Advertising - Key Sites In Eight Global Markets - October 15, 2010
Media placement: Press Advertising (Including AR) - Business Weeklies And Newspapers In 50+ Markets - October 15, 2010

Describe the brief/objective of the direct campaign.
FedEx knows how much the world is changing. So they created a website ( that shows you how much and where these changes are taking place. The images are made possible by a unique system that animates maps according to different sets of information. Allowing you to interact with the data that affects your life and business - and stimulate thinking about global trading opportunities - which FedEx is ideally placed to help you with. Subjects include population, investment, education and even beer drinking. The site operates in eight languages. And is supported by banners, rich media and Augmented Reality.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To be relevant to these global business leaders, we wanted to deliver FedEx’s core message: To compete globally, you need a global mindset. So we created a website that would stimulate global thinking by visualizing world data. This created a striking way for business leaders to see data affecting their business.
Custom-created software allowed for each country’s data to be shown on a global map. With country shapes morphing to follow the information – while still retaining each country’s shape. Apart from the data visualizations, deeper insights were made available from the FedEx database and the Economist Intelligence Unit.

Explain why the creative execution was relevant to the product or service.
FedEx succeeds by getting business leaders worldwide to think about global trading opportunities. The more people realize that they can sell to new markets around the world, the more they engage with the brand. FedEx is of course uniquely positioned to offer an array of trade related services to business - from customs documentation to efficient timed deliveries of bulk cargo. It can get goods just-in-time to where they are needed and maximize profitability for business owners. Site analytics - and the time spent on site - validated that users were led through the map experience to explore FedEx solutions.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In one month alone, more than 6 million users accessed the site. And subsequent traffic has grown exponentially as above the line media investment in press and online in core markets worldwide. Average time spent on the site is at an extraordinary 17 minutes per visit: Over five times the previous campaign site’s engagement. And exceeding the target metrics by three times. Aside from recognition in the industry, the site has gained significant buzz in B2B trade press. And, coincidentally or not, FedEx reported shipments at an all-time high within two months of the campaign launch.