In playing up the two letters, FedEx hopes to communicate the values that its customers have come to identify the brand with, said Jacques Creeten, Fedex Indian subcontinent managing director.
The creative features various catch phrases such as Fast Exports, For Everything, Fulfilling Expectations, Fast East and Fast Europe to leverage FedEx's brand image in communicating its values of 'peace of mind, reliability and confidence'. Percept Advertising is handling the India campaign, which carries the tagline 'Relax! It's FedEx' The campaign is adapted from FedEx's international creative.
The India rollout includes print and outdoor in Mumbai, Delhi, Chennai and Bangalore. Creeten ruled out television, but said that the plan would be to extend it into emerging markets such as Hyderabad, Coimbatore and Kolkata at a later date. FedEx is also running an internal campaign to communicate its core values, and to support and motivate its employees, and the drink to reward programmes such as First Employee, Frank Expressions and Fabulously Efficient. The scheme employs customer feedback to evaluate and reward employees.
FedEx counts on creative play on name in new sell
FedEx has launched an advertising campaign, playing on the letters 'F' and 'E' in its logo, aimed at strengthening its position in the Indian market.