FEDEX DELIVERS TO A CHANGING WORLD by BBDO New York, OMD New York for Fedex

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FEDEX DELIVERS TO A CHANGING WORLD

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Executive Creative Director Brandie Tan, Simon Welsh
Agency OMD New York
Released September 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: FEDEX
Product/Service: FEDEX
Date of First Appearance: Sep 15 2010
Entrant Company: OMD, New York, USA
Entry URL: http://experience.fedex.com
President, Integrated Communications: John Swift (OMG)
Managing Director: Mark Mirsky (OMD)
Group Account Director: David Weisfelner (OMD)
Strategy Supervisor: Steven Rodriguez (OMD)
Strategist: Jonas White (OMD)
Chief Creative Officer: David Guerrero (BBDO)
Executive Creative Director: Simon Welsh (BBDO)
Executive Creative Director: Brandie Tan (BBDO)
Creative Director/ Writer: Pia Roxas Ocampo (BBDO)
Associate Creative Director/ Art Director: Dale Lopez (BBDO)
Senior Vice President/ Senior Director: Peter McCallum (BBDO)
Vice President/ Director: Olivia Heeren (BBDO)
Manager: Catherine Cyr (BBDO)
Manager: Michael Bantigue (BBDO)
Account Executive: Carolyn Kreek (BBDO)
Senior Producer: Doug Stivers (BBDO)
Media placement: Print - 6 FP4C Units - The Economist (Worldwide Ex-US), Americas Economia, Americas Quarterly - 15 September 2010
Media placement: Print - 6 FP4C Units - Harvard Business Review (Latam), Latin Trade, Time (APAC), Fortune (APAC), Forbe - 15 September 2010
Media placement: Print - 6 FP4C Units - FT (APAC), Caijing Magazine, Fortune China, NIkkei Business, President, Weekly D - 15 September 2010
Media placement: Print - 6 FP4C Units - Shukan Toyo Keizai, Chosun, Joongang, Shindonga, Der Spiegel, Times Of India, Ti - 15 September 2010
Media placement: Print - 6 FP4C Units - Daily Telegraph (London), Wirtschaftswoche, Handelsblatt, Business India, Busine - 15 September 2010
Media placement: Digital - The Economist (Worldwide Ex-US), O Globo, Folha, Alto Nivel, El Universal, Canal - 15 September 2010
Media placement: Digital - El Nuevo Dia, BBC (APAC), WSJ (APAC), FT (APAC), Sohu, CWSJ, Hexun, Yahoo! (Sout - 15 September 2010
Media placement: Digital - Yahoo! (Japan), MSN (Japan), Nikkei Business, Spiegel, Wiwo, Yahoo! (India), Mon - 15 September 2010
Media placement: Digital - Trade India, Exporters India, Times Of India, FT (UK), Times (UK), Thompson Reut - 15 September 2010
Insights, Strategy & the Idea
FEDEX is a major player in the US, but suffers abroad from low brand awareness and trails in consideration for shipping services. The objective: increase awareness and consideration of the brand worldwide with a special focus on battleground markets, including the UK, India, China, Japan and Mexico.
The target was business decision-makers in medium and large organizations because if there is one constant for these individuals, it is change -- being in tune with change and being able to react to it is what defines a good decision-maker. This target seeks thought leaders who know how the world is changing and who help them prepare for it.
The idea? Position FEDEX as a thought leader that has intimate knowledge of the changing world and the insight to navigate those changes. A targeted awareness effort brought decision-makers into the campaign’s microsite housing an experience that presented data and content in a unique, engaging way.
Creative Execution
Tapping the target’s hunger for information, we took a literal approach to the tagline (“FedEx delivers to a changing world”) and built, at the centre of the campaign, a map experience based on cartograms. These were maps in which a variable (e.g., population, GDP) was substituted for land area. Consequently, the geometry of the map is scaled and distorted to convey the variable.
We partnered with The Economist Group, the world’s leading economic journal, to generate data and fuel the mapping engine. The full experience was housed on the campaign microsite, supplemented with Economist-created custom content pieces. To inject brand messaging, FEDEX mixed white papers and materials with Economist content.
This was executed globally, regionally, and locally in print and digital. Print utilized augmented reality to bring the map experience to the page. Digital ad placements teased the map experience housed on the microsite with versions of the experience worked into placements.
Results and Effectiveness
Time spent on the microsite was paramount given the dual directives of awareness and engagement. The previous year’s campaign ended with 1m 20s average time on site, far below the B2B industry benchmark of 2-3MM. However, by December 31, the site reported average time spent at 17m 12s: an increase of 750%.
This performance was coupled with a 29% bounce rate (down from 80% in year prior) and 70% of site visitors diving deeper into the microsite maps and content. Unexpectedly, several university professors (including faculty at Notre Dame and Princeton) used the microsite to illustrate global economic trends in lectures.