The ‘Venue logistics’ push sees three-metre tall UPS boxes placed in key shopping hotspots across the city, accompanied by a teaser message that asks people to look out for the item UPS will deliver.
The boxes were subsequently opened to reveal a range of sporting equipment.
Developed by McCann Worldgroup, the campaign is a key plank in UPS’ strategy to use its Olympics sponsorship to help it better compete with FedEx and DHL. As in previous campaigns, UPS has used mainland film star Zhang Feng Yi to endorse the current drive, which is accompanied by a microsite at thegames.ups.com, and a user-generated content component at ups.ku6.com.
“As China gears up for the 2008 Olympic Games, the efficient delivery of an enormous volume of packages is essential,” explained UPS brand communications marketing executive Melody Wong. “The latest campaign is trying to show that there is nothing UPS can’t deliver.”
UPS has been running its Olympics campaign since the end of 2006, in conjunction with McCann Erickson, Universal McCann, MRM and Momentum.
While DHL remains the market leader in China’s express logistics category, UPS has been tipped for strong growth since taking control of its Sinotrans joint venture in 2004. It serves more than 40 countries and territories in the Asia-Pacific region.
UPS launches ambient drive to support Olympics tie-up
BEIJING - United Parcel Service (UPS) has launched a new ambient advertising drive in Beijing to promote its sponsorship of the Olympics.
