FedEx Express has launched a new integrated advertising campaign in key Asian markets tohighlight its capabilities in shipping between markets in the region, focusing on reliable
deliveries.The campaign is running in 10 Asia Pacific markets. It kicked off last month in Singapore,Malaysia, Thailand, Hong Kong and Taiwan, started in Korea on October and was launched in Chinatoday. It will continue to roll out in Australia, Philippines, and Indonesia.
The core creative concept is a response to an observation that in today’s ever more demandingworld, every delivery is important. Developed in Asia for customers in Asia, the campaign wasinspired by Hollywood blockbuster movies to convey how FedEx “takes the drama out of delivery”, thecompany explained.
At the centre of the campaign are two TV commercials (TVCs), each of which features stereotypedHollywood characters that will be recognizable to film-lovers everywhere along with a heavy dose ofhumor. “Package #83” features Thai actor Ex-Piya who must deliver a mission-critical parcel toShanghai by a specific deadline. “Zombie Outbreak” features a plucky group of human survivors of azombie apocalypse whose only hope of survival is the arrival of an antivirus. In each case, FedExtrademark reliability is the real hero, instantly removing the drama surrounding thesedeliveries.
The new campaign uses both traditional and social media to amplify awareness. A cinema-stylewebsite, to be launched at a later date, will provide additional access and interaction with thecampaign. The site features the TVCs, making-of videos, behind-the-scenes vignettes and interviewswith directors and cast. Specially-created video games based on the TVCs allow visitors to sharethe fun with friends over social media platforms.
“FedEx sees the increasing demands placed on shippers with complex delivery needs,” said MalcolmSullivan, vice president, Marketing, FedEx Express Asia Pacific. “The central message of thislatest advertising campaign highlights approachable and professional FedEx service as the solutionto delivering demanding packages in today’s demanding world.”
FedEx stressed that since June it has introduced a series of service enhancement initiatives inAsian markets to further strengthen its products and services for shippers. These include theintroduction of the Extra Large Pak (XL Pak) for larger shipments; expansion of FedEx InternationalEconomy (IE) and FedEx International Economy Freight (IEF) services with more routes inside AsiaPacific and beyond; and deployment of a new A300-600 aircraft on the existing route fromIncheon, South Korea into the FedEx Asia-Pacific hub in Guangzhou, China providing additionalcapacity to Europe & Asia.
