FedEx counters DHL's brand blitz

Developed by BBDO, the year-long campaign adds a twist to its earlier 'Recruitment' drive spots. "Following the success of the 'Ambulance', 'Pizza' and 'Jenny' commercials, this new commercial again talks about the spirit of the FedEx people, who go the extra mile to deliver customers' packages on time," said Malcolm Sullivan, vice-president marketing and corporate communications, FedEx Asia-Pacific. "This commercial incorporates a new element of team work -- success is the result of not just a single courier, but the team of professionals." The FedEx 'Difficult package' campaign shows a distressed customer calling the FedEx office for help. The FedEx team is dispatched and arrives at the scene to find an office in turmoil -- paper is flying and an unruly package is chasing office staff. The FedEx team goes to great lengths to catch the package, which eludes them until it is lured out of the window and caught with a net. The TVC shows the package coming back to life once it's in the hands of the receptionist after being delivered. According to David Gurerro, ECD and co-chairman at BBDO Guerrero-Ortega, the agency's research showed that FedEx was perceived to be a bigger adspender than rival DHL, which has traditionally invested heavily in advertising. In 2003, FedEx spent just US$99,000 on regional print advertising next to DHL's $3.1 million, according to OMD Hong Kong. "We're perceived to be a bigger spender and that is because of the impact," said Gurerro. Jorg Dietzel, regional director at BBDO, added that the TVC was shot in South Africa and production handled by Velocity Africa. It will run in eight regional markets.