The DXP service - the first time FedEx has launched the service outside the US - hinges on a time-definite promise to consumers in more than 30 cities on the mainland. Previously, FedEx operated in China as an in- and outbound international courier only. The integrated BBH campaign, which launched this month with an expected nine-month run until March 2008, seeks to communicate the message that FedEx will 'deliver more than just packages; we deliver your promises' to chief executive officers who decide which courier company to use and the office managers who use them daily.
"Reputation is what drives success for businesses in China," said Pete Heskett, head of planning, BBH China.
"If a delivery is late or damaged, it hits Chinese businesses where it hurts most - their reputation. Our thinking behind the work was based on the idea of positioning FedEx's new DXP service as a way of protecting your reputation, which you can only do with the best by your side."
OMD handled media planning and buying for the campaign.
Meanwhile, running concurrently, FedEx has launched a BBDO Guerrero Ortega-developed regional campaign comprising three TV commercials that take a humorous look at the challenges of getting packages delivered on time in China.
Running across nine markets, the campaign seeks to communicate the message that FedEx can resolve the complexities and uncertainties for customers when shipping to China.
In one spot, 'Hard road to cross', a local messenger is stymied when he tries to cross a typical Chinese road - where everything from trucks to bamboo poles get in the way, but the FedEx courier knows a better way.
"China is central to our Asia-Pacific strategy, and these China-focused commercials demonstrate the FedEx 'We live to deliver' spirit by focusing on FedEx employees who really have the know-how to get your packages to the right place, on time," said Malcolm Sullivan, vice-president, marketing, FedEx Asia-Pacific.
The campaign was created by BBDO Guerrero Ortega chairman and chief creative officer David Guerrero, directed by renowned Thai director Suthon Petchsuwan and filmed in Shanghai.
