UPS: LOGISTICS

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: UPS

Product/Service: UPS

Agency: OGILVY & MATHER

Date of First Appearance: Sep 1 2010

Entrant Company: OGILVY & MATHER, Chicago, USA

Entry URL: http://thenewlogistics.ups.com/

Chief Creative Officer: Chris Wall (Ogilvy & Mather)

Chief Creative Officer: Joe Sciarrotta (Ogilvy & Mather)

Group Creative Director: Mitch Gordon (Ogilvy & Mather)

Group Creative Director: Steve Silver (Ogilvy & Mather)

Creative Director: Gabe Usadel (Ogilvy & Mather)

Art Director: Alex Fuller (Ogilvy & Mather)

Global Marketing Director: Alda Abbracciamento (Ogilvy & Mather)

Global Marketing Director: Nils von Zelowitz (Ogilvy & Mather)

Producer: Melissa Mapes (Ogilvy & Mather)

Print Producer: Amy Kubala (Ogilvy & Mather)

Media placement: TV Campaign - NBC, CBS, ABC - 1 September 2010

Media placement: Print Campaign - Wall Street Journal - 1 September 2010

Media placement: Out Of Home - Air Port Terminals - 1 September 2010

Media placement: Website - Thenewlogistics.com - 1 September 2010



Insights, Strategy & the Idea

For years, the biggest challenge for UPS was what people thought they did.



Shipping. And the problem with shipping is that shipping is old. Shipping is boring. When you’re in the shipping business, the only customers you get to talk to are shipping managers, and you usually talk about price.



UPS needed to be more than a shipping company. They needed to talk to people in the boardroom instead of the shipping dock. And instead of just talking rate and speed of delivery, they needed to talk about supply chains and competitive advantages and customized business solutions. Value—not price.



Logistics, is technology and ingenuity and changes the conversation UPS has with other companies-- from how fast UPS can ship something to how much UPS can streamline their supply chains and improve their businesses.



Creative Execution

The We Love Logistics campaign is all about the technology behind UPS.



It’s the first time in UPS history that the brand campaign is truly global, incorporates the UPS Stores, and reaches both external audiences and their own employees.



In every continent, in over 200 countries, in 21 languages, across every kind of media channel, people heard the same message: The most powerful force in business today is logistics. And no one knows logistics better than UPS.



Every piece of communication drove to a website we created, thenewlogistics.com, and across every media channel, people see the same message:



Nothing is more powerful in business today than logistics. And no one knows logistics better than UPS.



Results and Effectiveness

Right off the bat, the campaign was very well received. Everything from glowing reviews in the media…to fan letters from logistics professors.



The campaign has been viewed 2 billion times since launch, with more than 4.4 million global visits to thenewlogistics site.



And in UPS field surveys, the sales force has overwhelmingly said that the logistics campaign has helped them educate customers about broader UPS capabilities.



Well beyond shipping. All the way to logistics.