In one of the campaign's 30-second, animated videos, FedEx urges customers to worry less about paperwork and gain easy access to international documents and custom duty estimates. The brand's YouTube channel also carries local-language versions of the spots, such as these, in Korean.
BBDO Proximity Asia is the agency behind the ‘Discover FedEx Solutions’ campaign, which runs until early May.
The campaign is fully integrated into digital channels including Facebook, YouTube, mobile and online publications. Pre-roll video, online banner advertisements and keyword search are driving viewership towards these channels, the company said in a press statement. FedEx has also rolled out a series of behind-the scene videos on Facebook that detail the making of the videos.
“The campaign comes in recognition of major changes in the marketplace,” said Malcolm Sullivan, VP, marketing and customer experience, FedEx APAC. “We have responded by creating a fully integrated digital campaign that reflects the changing digital behaviour of our customers.”