OgilvyOne orchestrated the 'Wow' campaign for the alliance, which comprises Lufthansa Cargo, Singapore Airlines and SAS Cargo.
Shane Weaver, creative director at OgilvyOne, said: "Their name is Wow, which is not something that we chose for them, but we had a certain responsibility to ensure that the person on the receiving end of the communications work really went 'wow' when they saw it.
"We knew the campaign had to be bold, and this was a breakthrough for this category which has generally featured open nose planes or boxes in creative work.
"We decided to do something different by talking about the power of the three (in the alliance), added Weaver.
The result of the alliance are two products - Premium Express and General Cargo - which signify that the individual carriers are now part of a larger network and as such boast a strong foundation. The alliance was highly anticipated around the world, with the combined might of the carriers expected to help drive growth in the global cargo business.
"We were essentially launching a category breaking brand name, Wow, and so the print and posters dramatised the power of the three. What was also unusual for this category was that we launched a teaser ad page before the print ad.
"This had never been done before in this category, so it got people interested."
The campaign is relying on direct marketing as its key driver. The top 50 clients of the partner carriers were sent a three-foot by three-foot wooden crate, with a notice that read, 'Probably the biggest delivery you've ever seen'.
Opening the box triggered flashing lights that highlighted the 'Triple guarantee' promise of the Express product.
The top 1,000 customers of the carriers received an ornate white box with corporate information.
"An internal one-to-one campaign was also launched because often in a merger or acquisition there is some apprehension from the existing staff and this was to reassure them of their positions, noted Weaver.
The agency also launched an interactive website at www.wowtheworld.com, which would allow customers to book online. "This was crucial because we wanted to get people into the habit of going to the site."
Scheduled for launch in June, the second phase of the campaign, according to Weaver, will be subtle and will appeal to clients' "intellectual side.
"The first phase was very theatrical, but we will be going for a more intellectual and subtle direction in phase two."
