Category: Best use or integration of music
Advertiser: FEDEX EXPRESS
Product/Service: STANDARD OVERNIGHT DOMESTIC SERVICES
Agency: PERCEPT/H
Chief Creative Officer/Writer/Creator: Ryan Menezes (Percept H)
Chief Executive Officer: Prabhakar Mundkur (Percept H)
Director: Raj Kaushal (Percept Pictures)
Executive Producer: Priti Chawla (Percept Pictures)
D.o.p.: Shiraz Bhattacharya (Percept Pictures)
Music: J.D (Shor Bazaar)
Music: K.K (Shor Bazaar)
Music: Mikloo (Shor Bazaar)
Music: Robin (Shor Bazaar)
Vice President Emea/Meia/Fedex Express: Nathalie Amiel-Ferrault (Fedex Express)
Managing Director Marketing Meia/Fedex Express: Rakesh Shalia (Fedex Express)
Brand Advisor/Fedex Express: Nivedita Garg (Fedex Express)
Account Director: Viplav Deshpande (Percept H)
Account Manager: Kunal Udeshi (Percept H)
Media placement: Music Video - Music Channels, Online - 25/4/2012
Campaign Description
In India, entertainment is the most easily consumed medium. Branded Entertainment provides a unique solution for brands looking for clutter-breaking solutions.
Branded Entertainment is big in India because of a fertile cinema industry (which produces a few hundred features a year), several hundred TV channels and a music industry largely dependent on the cinema industry. The third source of entertainment is cricket, which draws as much passion as soccer in other countries if not more, and provides one more avenue for branded entertainment.
Although we have a fledgling branded entertainment market, it is growing fast and is extremely versatile and competitive given the large numbers for entertainment in India and a population that virtually thrives on entertainment and cricket. It is a market where per capita consumption of entertainment is much higher than the per capita income.
Effectiveness
The Challenge:
In India, decision makers in small, medium and large businesses perceive FedEx to be useful only for international shipments to and from the USA, and are unaware of FedEx’s ability to ship within India.
The Objective:
Popularise FedEx Standard Overnight Domestic shipments across India.
(FedEx Standard Overnight is an intra-India door-to-door next business day express delivery service for all commercial consignments with convenient pickup times from 44 key cities and door-to-door deliveries to 331 major destinations throughout India.)
The Strategy:
To create branded entertainment in the form of India’s first music ‘videotisement’, to get a mass connect with the target audience, and demonstrate that FedEx goes beyond delivering shipments to delivering solutions.
The Execution :
Shor Bazaar is an emerging independent Hindi rock band. We commissioned a rock song, called ‘Hello Hello (The FedEx Song)’ from the band exclusively for FedEx. The lyrics of the chorus in the song ‘Hello, hello, has my love reached you, have you received my heart’ were written specifically to revolve around delivery which is the core of FedEx’s business.
We then created a full-length music video for the song. The video features a humorous situation, which emerges when the band delivers their merchandise to their fans for their upcoming rock show through FedEx.
In this way, the entire package of the song, its lyrics, and the script of the music video precisely captures and seamlessly delivers the brands promise as a solution and the brand itself as a solution provider.
The song was then released on TV and the internet as a music video, on radio as a song, and as a ringtone. A shorter edit of the song was released as ads on TV, with a plug at the end driving the audience to view the entire video.
Implementation
Indians are crazy about music, and are always on the lookout for the latest band, song and ringtone. The content is inspired by India’s fascination with music, and leverages humour to engage with the audience. We commissioned a rock song from Shor Bazaar, an emerging independent Hindi rock band, exclusively for FedEx. We created a full-length music video for the song. The song was then released on music channels on TV, and on the internet as a music video, on radio as a song, and as a ringtone. A shorter edit of the song was released as ads on TV with a plug at the end driving the audience to view the entire video.
Outcome
FedEx delivers happiness and joy. Results indicate the campaign delivered the same. The song is endearing and is an independent hit on the Indian rock scene. The chorus has become an extremely popular ringtone in India.