EXPRESS SHIPPING EVEN IN THE COMMERCIAL by DDB Sao Paulo for Fedex

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EXPRESS SHIPPING EVEN IN THE COMMERCIAL

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Renata Florio, Sergio Valente, Moacyr Netto, Rodrigo Almeida
Art Director Gustavo Victorino
Copywriter Luiz Otavio, Amado Schiavon
Account Supervisor Suzana Poli, Andrea Lang, Carolina Porto, Anna Paola Teixeira
Released April 2010

Credits & Description

Category: Business Products & Services
Advertiser: FEDEX
Product/Service: SHIPPING TRACKING
Agency: DDB BRASIL
Date of First Appearance: Apr 26 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Account Director: Fabiana Manfredi (DDB Brasil)
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Rodrigo Almeida (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Creative Director: Renata Florio (DDB Brasil)
Copywriter: Otavio Schiavon (DDB Brasil)
Art Director: Gustavo Victorino (DDB Brasil)
Account Supervisor: Anna Paola Teixeira/Andrea Lang (DDB Brasil)
Account Supervisor: Suzana Poli/Carolina Porto (DDB Brasil)
Media placement: Television - Telecine TV Network - 26/04/2010

Results and Effectiveness
We’ve still haven’t got the consolidated results, but we guarantee that there is nothing better than bringing to the media the same service concept advertised by the brand. That dictates preference for a brand at the time when the target has to choose a service provider.

Creative Execution
3 15-second in-sequence and interactive commercials, broadcast in three different channels. The audience is invited to change channels to track the commercial until the end, where they receive the following message: “track your shipment until its final destination”. We’ve chosen cable TV for its qualification (high penetration in the upper classes) and its relevance to FedEx services’ target (high affinity). And also for the possibility of doing cross-selling in different channels of the same network (Telecine). This was a way to show the target in one go 2 of FedEx benefits: fast delivery and shipment tracking.

Insights, Strategy & the Idea
CHALLENGES Convey FedEx positioning in a practical and interactive way. STRATEGY We’ve put together FedEx positioning, quality express shipping and security in a differentiated format.