UPS has announced the launch of its first post-Olympics advertising campaign targeting SMEs inChina and Hong Kong.
The campaign comprises a TV commercial, two print and outdoor creative executions, onlinebanners and a landing web page, www.delivermore.ups.com, that will run through mid-December. Therationale behind the campaign is to showcase UPS’s expertise in time definite deliveries along withglobal full service capabilities.
Vice President of Marketing at UPS Asia Pacific Region, Joe Guerrisi, said: “Following asuccessful marketing campaign around UPS’s sponsorship of the Beijing Olympics, we want to ensurethat we maintain a high level of brand awareness in Hong Kong and China, and at the same timecontinue to educate the markets about our expertise in our time-definite services.”
In the TV commercial, renowned Chinese actor Zhang Fengyi revives his role as the ‘UPS Hero’from the previous Olympics campaigns, helping a young boy solve his father’s delivery tasks, sothat the father can afford to spend more quality time with him. The 30-second spot also makesreferences to the Monkey King, a powerful Chinese mythical character who is known for hisdexterity, wit and flexibility in tackling challenges.
“In an increasingly competitive business environment where savings in time and execution havebecome crucial differentiators, the humorous portrayal of UPS having the same powers as the MonkeyKing reinforces the UPS brand characteristics of speed, accuracy and flexibility,” added Guerrisi.
