Spearheaded by TV, the campaign is aimed at showcasing how UPS’ global network, expertise and technology can assist companies in enhancing their business, in much the same way as it is helping BOCOG as an official sponsor of the Games.
“We chose Zhang because the audience perceives him as approachable, reliable and trustworthy, characteristics that are consistent with the UPS brand,” said Joe Guerrisi, vice-president of marketing, Asia-Pacific, UPS.
Targeted at professionals, executives and managers, the commercial also uses familiar Chinese idioms to signify UPS’ commitment to the Games, such as ‘100 per cent on target’, which illustrates how the UPS Worldwide Express delivery service can deliver parcels simultaneously and accurately to multiple destinations. “That is really our pitch - let us manage the supply chain while you focus on core marketing and product development. That way, UPS can help companies improve their cash flow, their customer service and their productivity,” said Guerrisi.
The TVC is set in the BOCOG offices, featuring a Games official tasked to deliver important documents globally. Zhang acts as a facilitator who brings in his friends from UPS to provide a solution to the challenge.
UPS, which celebrated its 100th anniversary this year, typically lags behind key rivals FedEx and DHL, although its continued sponsorship of the Olympics - it has sponsored the 1996, 1998 and 2000 summer and winter Games - is helping the brand boost its competitiveness.
Last year, FedEx signed key athletes and teams in several markets (Media, 5 October), including China’s national badminton team. This was part of FedEx’s communications strategy to align the brand with characteristics like determination and a commitment to excellence.
