SPEED UP/SLOW DOWN by Wunderman London for Fedex

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SPEED UP/SLOW DOWN

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Released April 2009

Credits & Description

Category: Business Products & Services
Advertiser: FEDEX
Product/Service: DUAL DELIVERY SERVICES
Agency: WUNDERMAN LONDON
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://wn01.com/awards/2010/cannes_lions/fedex/c09/index.html
Senior Copywriter: James Nester (Wunderman London)
Senior Art Director: Chris Lawson (Wunderman London)
Executive Creative Director: David Harris (Wunderman London)
Head of Design: Kevan Ansell (Wunderman London)
Account Director: Emma Sherrard (Wunderman London)
Senior Account Manager: Angela Vitelli (Wunderman London)
Head of Planning: David Reed (Wunderman London)
Marketing Services: Mandy Roberts-West (Wunderman London)
Production Manager: Steve Aston (Wunderman London)
Media placement: Direct Mail - Direct Mail - 1/04/2009

Describe the brief/objective of the direct campaign.
We needed to tell business people that FedEx now offers a choice: the famous overnight service – and a more affordable four-day service. But how do you engage multiple decision makers, and create a pack that willl stay on desks long enough to persuade them to change long term postal contracts?

Explain why the creative execution was relevant to the product or service.
‘Tea or coffee?’ It’s a decision our post room professionals make every day – one they’ll immediately identify with. And because they invariably drink tea or coffee, this box is of genuine value to them – something that multiple decision makers can share. With so many sachets in each box, our message could stick around the post room for weeks. Such longevity is particularly useful as most businesses are bound by long contracts with other suppliers –our message needs to be there when these contracts come up for renewal.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Some days in business, everything's urgent, some days it's not. To dramatise this, we created an authentically branded FedEx box containing a choice: caffeine-packed coffee or calming camomile tea. Each sachet acted as a mini-advert, promoting the relevant FedEx service to multiple decision makers, for potentially weeks to come. We included an incentive: prospects placing multiple orders received a FedEx branded tea/coffee machine for their postroom: yet another reminder of the FedEx offering. We aimed to convert at least one lead into a new customer: due to the high value of each customer this would have made the campaign profitable.

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.
The prospects we targeted were large businesses that could potentially do a lot of business with FedEx. So we were pleased to record a 7% response. Over 50% of these were converted into new customers. Based on the typical lifetime value of this type of customer, this equates to a massive 1,275% ROI.