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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market United States
Agency BBDO New York
Art Director Jason Stefanik
Copywriter Alex Taylor
Released January 2011


Caples Awards 2011
Direct Mail & Print Direct mail dimensional, over $5 Finalist

Credits & Description

Category: Dimensional Mailing
Advertiser: FEDEX
Product/Service: FEDEX CUP
Date of First Appearance: Jan 28 2011
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Art Director: Jason Stefanik (BBDO New York)
Copywriter: Alex Taylor (BBDO New York)
Agency Producers: Tony Russo/Rick Jones (BBDO New York)
Account Team: Peter McCallum/Adam Puchalsky/Lindsey Conklin/Chava Ziff (BBDO New York)
Media placement: Direct - Direct Mail - 28 January 2011

Describe the brief/objective of the direct campaign.

FedEx small business customers have a strong passion for golf. We not only understand this passion, but share it as well. So when FedEx asked us to create a piece to reinforce their position as both a great business partner and the sponsor of the FedExCup, we chose to build something that would give current and potential customers exactly what they wanted: the ability to play more golf.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To give these customers something they could really enjoy, we created the FedEx Putting Green—an office putting green inside a perfectly reproduced, ready-to-ship FedEx box, reminding customers every time they feel like taking a golf break, that "we understand" their passion.

Explain why the creative execution was relevant to the product or service.
Recipients expecting a typical morning package were treated to a pleasant surprise: a FedEx branded putting green that draws a clear connection between FedEx the business partner that delivers your packages on time and FedEx the golfing sponsor that brings you the greatest competition in golf.

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.
Putting greens were sent to business partners and members of the golf media. The response was overwhelmingly positive, so much so that the client is considering making the FedEx Putting Green a permanent component in the annual lead-up to the FedExCup.