GLOBAL, OCTOBER 29, 2010 – FedEx Express, the world’s largest express transportation company, launched today its ambitious global advertising campaign "FedEx Delivers to a Changing World" handled by BBDO Guerrero. It is perhaps the largest campaign coming from the region this year in terms of reach and budget.
According to BBDO Guerrero Chairman and Chief Creative Officer David Guerrero, the BBDO Guerrero creative team worked for over a week with the global client team managed by BBDO New York at the FedEx headquarters in Memphis, Tennessee. "The entire project was managed remotely via calls and online," said Guerrero. Production house was Grow Interactive.
The campaign is centered on a dynamic global business data visualization experience at experience.fedex.com, where visitors can interact through a world map with data from various sources on 14 world topics, each with three factors affecting the size of the countries through a custom algorithm that allows the maps to morph in real-time. Trends include including air travel, city populations, entrepreneurs, business growth, education, money and happiness, and research and development. Visitors can view data per country, compare maps, and share via email and social media. The campaign also uses augmented reality to view data as a 3D hologram in a FedEx box using a webcam and a printed-out ad.
The website contains content from The Economist Intelligence Unit and FedEx corporate initiatives. In addition to its digital components, the campaign includes print advertisements. The eight-language campaign targets 14 markets, including China, India, Brazil, Japan, South Korea, Germany, Mexico and the United Kingdom.
“At FedEx, we pride ourselves on our ability to offer great customer experiences,” said Malcolm Sullivan, VP for Marketing, FedEx Express Asia Pacific. “Experience.fedex.com is an effective way for us to extend these experiences to the virtual world. By making visualizations of complex and important information available to people everywhere, FedEx makes it easy for anyone to learn about their world and share their discoveries with friends.”
