FedEx Canada Ltd.

What do you do with a client that is really well known for being good at one thing, getting stuff there fast, when the business growth opportunity lies in non-urgent shipping?

FedEx had become a leader in International Priority shipping services, but shippers were forgetting about FedEx’s other offerings, including deferred services to the U.S., International Economy and International Ground services. Shippers were using less reliable services for non-overnight shipments to the U.S. because they only saw FedEx as their shipper for rush, priority packages.

BBDO needed to show that FedEx is amazing at more than just one thing, so the agency introduced a character that was amazing at more than one thing too.

In keeping with the FedEx brand personality of funny, witty and confident, the message was delivered through an everyday office exchange between a boss and the target – the person in charge of an office’s shipping needs.

To reach a broad audience, the campaign launched with a TV spot that highlighted the diverse skills of the boss, showcasing a new one with every new cut of the camera. His talents included golf, sculpture, surgery, tattoo artistry and chess.

To complement TV and talk to shipping managers when they were at work, FedEx went online with two additional executions. The boss’ skills were further showcased and the shipping manager took on a more prominent role.

The online executions over-achieved against all campaign objectives and FedEx is increasing consumer awareness of its suite of offerings beyond International Priority.