UPS: Winning with logistics
Agency: Ogilvy New YorkAdvertiser: UPSBrand: UPSCountry: USA
Objectives
UPS launched its "We Love Logistics" campaign to great success.
With a word (and a Dean Martin song), UPS provoked its core business to think about transportation and shipping in a new way — as a strategic asset for business, instead of a commodity.
It worked. Logistics succeeded in driving revenue for large enterprise — they related easily to the message.
But the big growth opportunity was with small and medium-sized businesses (SMBs). Though they shipped in smaller volumes, the margins...