Inspired by Hollywood blockbuster movies, the concept of the campaign was to show that every delivery was important in an increasingly demanding world.
Both traditional and social media are used to amplify awareness, and a cinema-style website will be launched soon to provide additional access and interaction with the campaign, the company said.
The campaign will also be adapted for digital and outdoor executions.
The campaign features two TV commercials – 'Package #83' and 'Zombie outbreak' – that feature stereotyped Hollywood characters that will be recognisable to film-lovers everywhere, along with a heavy dose of humor.
Thai actor Ex-Piya was featured in 'Package #83', who must deliver a mission-critical parcel to Shanghai by a specific deadline. Meanwhile, 'Zombie outbreak' shows a plucky group of human survivors of a zombie apocalypse whose only hope of survival is the arrival of an antivirus.
In each case, FedEx trademark instantly removes the drama surrounding these deliveries.
The website will feature the TV commercials, making-of videos, behind-the-scenes vignettes and interviews with directors and cast. Specially-created video games based on the commercials also allow visitors to share the fun with friends over social media platforms.
Malcolm Sullivan, vice president, marketing at FedEx Express Asia Pacific said FedEx sees the increasing demands placed on shippers with complex delivery needs.
“The central message of this latest advertising campaign highlights the approachable and professional FedEx service as the solution to delivering demanding packages in today’s demanding world,” he added.
The campaign will be run in ten markets in Asia-Pacific, starting with Hong Kong on 19 September, Korea, Malaysia, Singapore, Taiwan and Thailand. It will then continue to roll out in China, Australia, Philippines, and Indonesia.
Campaign Take the drama out of delivery
Client FedEx Express
Creative agency BBDO
Creative director David Guerrero, Brandie Tan
Copywriter David Guerrero, Meggy de Guzman, Joe Dy
Art director Brandie Tan, Rizza Garcia, Jeck Ebreo
Account director Jean-Paul Burge, Katy Parr, Irene Leung, Iking Uy
Media agency OMD
Production house Prodigy
Director Tim Bullock
Producer Serena Paull
Executive producer Jonathan Samway