UPS: UPS TERRACOTTA WARRIORS [english]

Credits & Description:

Advertiser: UPS
Agency: MAXUS GLOBAL
Category: Business Products & Services
Advertising campaign: UPS TERRACOTTA WARRIORS
Regional Business Director: Madelene Ortega (Maxus)
Account Director: Aimee Hung (Maxus)
General Manager: Damian Duffy (Maxus)
Business Director: Kevin Zhao (Maxus)
Execution
We started in Tier 1 city airports, a key environment for speaking with our travelling business audience. There we built miniature museums to tell the story of the Warriors overseas journey. A full-sized terracotta warrior in its real life packing case was put on display so people could see how much care had been taken on that journey. A 3D interactive warrior hologram was installed on-site so people could learn more. A real life General Qin walked the airport, boarded planes and sat with travellers to tell the story, swapping cards with businessmen.We built content together with National Geographic Magazine, placed ads in Magazines and on airport LCDs and told the story on online banners and video.
Effectiveness
And by showing how UPS cared, we made our audience care about UPS. The campaign successful enhanced consumers’ perception of UPS by 40%+, improving preference by 70%.And we drove a massive revenue increase of 22%, demonstrating that people were ready to put their trust in UPS.And that’s because we successfully proved that UPS would care about each and every parcels journey, national treasure or not, so that they didn’t have to.
Strategy
No one really loves a logistics company, but you have to trust them with things you do love. When UPS wanted to break into the Chinese market, we knew we needed to convince Chinese businessmen that they could trust a foreign and by default less trustworthy company to help grow their business and expand overseas. So, we searched for a story we could bring to life to demonstrate how much UPS care. We showed them that they’d already trusted us with the thing that China loves most, and that we hadn’t let them down. We told the story of how one nation trusted another with its most treasured national possession. And used that wonderful act of trust to get people to take notice of UPS, the carrier that lovingly and carefully packaged and transported the Terracotta Warriors around the world. And we brought the story to life in an unforgettable way.