CHINA/CUBA/IRAN by Ruiz Nicoli for MRW

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CHINA/CUBA/IRAN

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Spain
Agency Ruiz Nicoli
Copywriter Javier Echevarría, Enroque Giménez, José Manuel Arias
Illustrator Gabriel Muir
Released November 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: MRW COURIERS/FIGHT FOR YOUR WRITE
Product/Service: COURIER SERVICES
Agency: RUIZ NICOLI LINEAS
Date of First Appearance: Nov 30 2009 12:00AM
Entrant Company: RUIZ NICOLI LINEAS, Madrid, SPAIN
Chief Creative Officer/Copywriter: Breno Cotta (Ruiz Nicoli Lineas)
Copywriter: Javier Echevarría (Ruiz Nicoli Lineas)
Copywriter: Enroque Giménez (Ruiz Nicoli Lineas)
Copywriter: Manuel Arias (Ruiz Nicoli Líneas)
Head of Art: Hector Losa (Ruiz Nicoli Líneas)
Illustrator: Gabriel
Media Planner/General Manager: Ángel Redondo (Ruiz Nicoli Líneas Media)
Account Executive: Claudia Pascual (Ruiz Nicoli Líneas)
Media placement: Bus Shelter - Bus Shelter meters away from the Iranian, Chinese and Cuban Embassies - 30/11/2009

Results and Effectiveness

MRW increased its deliveries dunring those weeks due to the repercusion on local media. Its awareness as a company with social values has helped them in creating a stronger brand image and positioned them in a high rank compared to other couriers who don’t pronounce themselves socially.

Creative Execution
We tell three stories that portray the dificulties that our delivery guys are willing to go through to get the packages to the addressees. In this case the addresses are local people from three countries where freedom of speech and press is not condoned. China, Cuba, and Iran to be more precise. So we took it to the next level, and localised the campaigns metres away from these three specific embassies. Therefore the message would get through more thoroughly.

Insights, Strategy & the Idea
Two clients with one same goal. Sending out a corporate message with a touch of social awareness. “Nothing nor nobody will stop us” is a message that appeals to both. For MRW Couriers it means that their service is worldwide and trustworthy, no matter how hard it is to get there. For FightForYourWrite, an NGO that defends freedom of speech and press, it means that they will keep bringing light to the oppression some countries still impose on freedom of speech.