Campaign details

Advertiser: UPS
Brand: UPS
Agency: Ogilvy Public Relations
Country: Asia Pacific

The challenge

As a global leader in logistics with a price premium  and a reputation for catering to American and European MNCs, it's easy to see how for some businesses in Asia, and particularly smaller companies, UPS might seem out of reach. In the company's 10 key markets in Asia-Pacific (China, Hong Kong, Taiwan, Japan, South Korea, Singapore, Philippines, Thailand, Vietnam and Malaysia) the level of understanding about logistics varies substantially, while the needs of businesses are vast – from simply moving packages from one place to another, to managing incredibly complex high-tech supply chains. What's more, in 2016, amidst an uncertain economic climate, many businesses were tightening their belts and cutting costs, and logistics and shipping was one area to make savings. In a region with numerous local, low-cost players, UPS's established, premium offering was going to be a tough sell.