Agency: AMV BBDO (creative), OMD (global media), Dentsu (Japan media)
Campaign scope: Run out of London, FedEx's latest global campaign aims to push its status as not just a delivery company for large companies but one that works for SMEs as well. Central to this campaign is the story of a small hot pepper sauce maker from Nevis in the Caribbean, Llewellyn Clarke.
In Asia-Pacific, FedEx has crafted six different local-language microsites and the 30-second spot will be running on TV in Hong Kong. The online-driven campaign also has a social component. People around the world who have tried Clark's hot sauce submit videos of their first time trying it. Some of these reactions have been incorporated into the main commercial.
For the region, FedEx also plans the rollout of several video ads showcasing local SME customers. The first, featuring a car decal company in Taiwan, Maxplus, has already been launched. Tentatively, FedEx plans to premier two more spots starring an online clothing retailer from South Korea, Doublju, and promotional gift company from China, Pangea Direct.
Press release quote: Raj Subramaniam, executive vice president, marketing and communications, FedEx Services: “Llewellyn’s story captures the passion and perseverance of so many small businesses around the world who dream of going global. Growing a business internationally is not easy, but it can offer big rewards to small businesses with the right product, market entry planning and supply chain strategies.”
Comment: The core idea of this campaign is great. In promoting their SME clients, FedEx has a chance at lifetime loyalty, especially if these companies make it big. The delivery firm also plays a heartwarming part in making their dreams come true, and the documentary style delivers a solid story without a hard sell.
Perhaps though the execution could be improved in two areas. First, there is a lack of consistency between the lush cinematic videography seen in the global spot and the much lower-budget, white-background in-studio infomercial style of the local spot. Second, the pacing on the global ad's longer-form film could also be better as it does get draggy and repetitive in places.