United Parcel Service: Go West - The journey of Terracotta Warrior to the U.S.

This case study describes a campaign in China by United Parcel Services (UPS), the logistics and chain management company, to make the brand more relevant to small and medium businesses.

United Parcel Service: Go West - The journey of Terracotta Warrior to the U.S.

Ogilvy

Entry Information

Country where program ran: ChinaProgram start date: 05/14/12Program end date: 08/31/12Advertiser/Client Name: United Parcel Service General Services Co.Product/Service Description: Worldwide logistics services and integrated supply chain management solutionsCategory: Business and Consumer Services (BCS)

Strategy

Business problem

Background:Before 2012, UPS had enjoyed growth around the world and in China after they ambitiously refocused their delivery business away from 'delivery based' Fedex and DHL organisations and toward 'logistics'. However, several factors combined to...

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