UPS: Made in China 2.0: A win-win approach to elevate the state of Chinese manufacturing

Ida Siow and Daniel Liu

Campaign Details

Brand owner: UPS
Agency: OgilvyOne Worldwide Shanghai, OgilvyOne Worldwide Singapore; Ogilvy Public Relations Beijing, Neo@Ogilvy Shanghai, Maxus Global Shanghai (Supporting Agencies)
Brand: UPS
Country: China
Industry: Business services
Channels: Content marketing, Events experiential, Integrated, Internet - display, Internet - general, Internet - microsites, Magazines - business, trade, Mobile apps, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Sponsorship - media, Word of mouth, advocacy
Budget: 5 - 10 million

Executive Summary

UPS was at a crossroads in China. Its customer base drew largely from international companies, but logistics growth was coming from Chinese mid-market enterprises, which saw UPS as expensive and 'not for me'. The task was to force brand re-appraisal of UPS: from a foreign challenger to a preferred partner for Chinese exporters.