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United Parcel Service: Go West - The journey of Terracotta Warrior to the U.S.
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
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.
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. UPS was hit hard by global economic difficulties, and particularly in China as China-US import-export business declined. It found that the brand positioning of a logistics provider that helped businesses to grow overseas was perceived as being too premium for small businesses, and so sought to create a perception of being a 'business partner'. Communication emphasised the role of logistics solutions and what they provide for businesses by telling the story of how the company transported China's Terracotta Warriors, the famous historical icons, around the US. Ads were focused on digital and in airports, as the target group was found to be well connected and frequent travellers. Conversion rate, unaided brand awareness and brand perception all grew, as well as growing revenue by 22%.
Royal Mail Stamps and Collectibles: Gold Medal winners Stamps
Direct Marketing Association - UK, DMA Awards, Gold, 2012
The Royal Mail, the UK's postal service, needed to raise awareness of its Olympic stamp initiative: it issued new stamps of each British gold medal winner during London 2012, and made these stamps available hours after each victory.
The Royal Mail, the UK's postal service, needed to raise awareness of its Olympic stamp initiative: it issued new stamps of each British gold medal winner during London 2012, and made these stamps available hours after each victory. But Royal Mail didn't have the rights to use any association with the Games or athletes. This meant up to 50 new executions over six weeks, working to tight rules. Specific sales targets were beaten by 45%, and nine out of ten buyers were not existing stamp collectors, signalling that the Royal Mail was reaching out to a new generation.
Made in Holland, delivered by TNT Express
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Netherlands-owned TNT Express aimed to boost awareness of its international express delivery service with this multi-market European campaign.
Netherlands-owned TNT Express aimed to boost awareness of its international express delivery service with this multi-market European campaign. A key target group was clients and prospects in the Dutch SME market. The radio-focused campaign worked by users typing their own commercial messages to a destination country on TNT's website; this message was then translated and (sometimes) broadcast on the radio in this destination. TNT Express subsequently achieved sales volume growth of 60%.
Post Office: Travel Money
James Calvert, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
The UK Post Office needed a new approach to stand out in the UK's travel money market, which was shrinking as holidaymakers were taking fewer holidays and spending less.
The UK Post Office needed a new approach to stand out in the UK's travel money market, which was shrinking as holidaymakers were taking fewer holidays and spending less. Moreover, this shrinking market was being divided further as the number of companies offering travel money had grown and were directly benchmarking against the Post Office in their advertising. The Post Office found a new approach to advertising travel money, one which did not even mention the term 'rate'. Weekly sales events, aimed at two key groups - 'Globe trotting greys' and 'Big break families' - were rolled out through newspapers, with support from radio and the internet. The campaign improved poor perceptions of the Post Office's competitiveness, generated more transactions and triggered growth. Advertising was inextricably linked to a marketing payback of nearly 6:1.
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
UPS wanted to bring its new service MyChoice, which enables consumers to control when and where their packages are delivered, to the attention of busy Americans who don't have time to wait at home for deliveries.
UPS wanted to bring its new service MyChoice, which enables consumers to control when and where their packages are delivered, to the attention of busy Americans who don't have time to wait at home for deliveries. An integrated communications plan was developed across more than 15 paid, owned and earned channels, with most media spend during the peak shopping period between Thanksgiving and Christmas. The creative turned the dreaded missed delivery slip into a dinosaur, a relic of the past. As a result, UPS surpassed its acquisition targets for MyChoiceby 20%.
United States Postal Service: Your Other Address
Effie Worldwide, Silver, North America Effies 2012
PO Boxes in the US experienced declining revenue for 3 consecutive years - 34% were vacant. To re-launch a 200-year-old brand, "Your Other Address" established the PO Box as a privacy getaway and helped to elevate it from a grudge purchase to aspirational.
PO Boxes in the US experienced declining revenue for 3 consecutive years - 34% were vacant. To re-launch a 200-year-old brand, "Your Other Address" established the PO Box as a privacy getaway and helped to elevate it from a grudge purchase to aspirational. It launched in four key markets and 1,100 Post Offices for a 20-week period. Each element along the activation path reframed the consumer's perception in a disruptive manner. The downward trend was reversed, test markets outperformed control markets for 16 straight weeks.
FedEx: Your Ultimate Caddie
Effie Worldwide, Bronze, North America Effies 2012
With increasing pressure on marketing and sponsorship budgets, FedEx wanted to ensure that their sponsorship of the PGA connected with American golf enthusiasts in a meaningful and measurable way.
With increasing pressure on marketing and sponsorship budgets, FedEx wanted to ensure that their sponsorship of the PGA connected with American golf enthusiasts in a meaningful and measurable way. By highlighting a common golfing pain point, traveling with clubs, FedEx let golf fans know that it offers a tangible solution. Using humor to relay the idea that "nothing's more important than your clubs", the campaign ignited conversation amongst golfers, generated brand engagement and helped drive pack and ship revenue growth of almost forty times the level prior to the campaign.
United States Postal Service: Your Other Address
ARF Ogilvy Awards, Silver, Government, Non-profit and Public Service, 2012
Following a catastrophic revenue loss in 2010, the United States Postal Service needed to bolster a key business area: Post Office Box rentals.
Following a catastrophic revenue loss in 2010, the United States Postal Service needed to bolster a key business area: Post Office Box rentals. The challenge was to overcome negative perceptions of PO Boxes and make them an aspirational purchase. The creative strategy was to reposition PO Boxes as a positive choice that allows consumers greater privacy and flexibility, which was communicated with the tagline Your Other Address. Direct mail was used to make application forms more accessible; DM packs drove consumers to the campaign’s dedicated site yourotheraddress.com. The campaign also ran in print, radio and online banner ads in four key test markets. The test markets showed a 2.9% uplift in PO Box applications, exceeding the 2% target. As a result the campaign was expanded to over 32,000 Post Office locations nationwide.
Royal Mail: Wallace & Gromit Christmas stamps
Direct Marketing Association - UK, Gold, 2011
Royal Mail, the UK's postal service, faced the challenge of making stamp collecting attractive to young people who are digital natives unused to analogue media.
Royal Mail, the UK's postal service, faced the challenge of making stamp collecting attractive to young people who are digital natives unused to analogue media. The company teamed up with Aardman Digital to exploit the latter’s Wallace and Gromit characters on a set of Christmas stamps. Using social media whereby participants could create their own avatar on the website and a chance to win a clay model of oneself, generated massive interest with over 69,000 people signing up for future communications, beating their target by 420%. A traditional medium suddenly became cool.
Royal Mail: LolXperiment
Direct Marketing Association - UK, Silver, 2011
Royal Mail, the UK postal service, was concerned that teens favour digital media for communication and do not write or send letters.
Royal Mail, the UK postal service, was concerned that teens favour digital media for communication and do not write or send letters. It approached this challenge by sending a teaser 'fan message' to influential teens, followed by a tweet, a Facebook message and finally a beautifully written letter. They were then asked which of these approaches they found the most moving and, if it was the letter, to incorporate the words 'love letter' in their next blog. This initiated a viral campaign which culminated in a letter writing experiment centred around Valentine’s Day with 200 teens contributing. The campaign was picked up by BBC Radio as well as engaging half a million teens and teachers, with many requesting the experiment to be repeated in the next year.
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