BBDO
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Levitra • Jeep • FedEx • Campbell's Soup At Hand • Snickers |
FedEx
Although FedEx was the acknowledged category leader in both volume and product, competitors were encroaching on that territory by outspending FedEx three to one. BBDO set out to reaffirm FedEx’s leadership position as the most reliable shipper. The tactic was to out-maneuver competitors, not outspend them.
BBDO’s decision to use sophisticated humour to tell the stories of companies who use unreliable shippers came from a simple insight: People who are used to running late set their watches ahead 10 minutes. These companies were so accustomed to late shipments that they set their operations an entire day ahead – so at least in their minds they were never late.
The “Day Ahead” concept delivered the “everyday” shipment message in television and long-format viral films posted on a “Day Ahead” website. The campaign helped to generate record sales and, from a brand perspective, all core brand equity measures rose while the “Day Ahead” website received thousands of hits – more than 10,000 in the first week alone.
Television
 Day Ahead |
Interactive
 Viral Program |
 Viral Reminder Kit |
 Testimonials |
 Day Ahead |
 Day Ahead |
 Day Ahead |
 Day Ahead |
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