UPS

The challenge

Founded in 1907 as a messenger company in the United States, UPS has grown into global company delivering to over 200  countries.

Despite this, research shows that UPS is positioned as distant, faceless and not always front of mind.

UPS needed to change that perception by introducing a ‘face’  to front the brand.

The UPS ‘Widget’ was introduced to the world which gave valuable tracking and pick up information direct from your desktop in a friendly interactive way.

The challenge was to entice the London work force to download the UPS interactive desktop 'Widget' and take full advantage of his help in not only tracking UPS packages, but also to get the latest news, gossip, weather and travel.

The solution

To target the London work force users, UPS were the launch partner for The London Guide – ‘The definitive guide to London for Londoners’.

The channel was completely re-skinned’ to reflect the UPS brand, as well as utilising the friendly ‘face’ of UPS using their widget.

  Continuing to target at work listening, UPS utilised Capital’s listen live online tuner.  The ‘tuner’ was re-skinned with UPS branding and solus MPU.  A UPS themed audio buffer played before the output of each stream.

In addition to the Capital radio activity, the recently acquired ‘Welovelocal.com’ featured targeted branding above all suitable searches in London.  All reviews from we love local are imported into the users facebook profile with UPS branding.

In addition, UPS were included as an ‘ad-pod’ in the monthly newsletter to 300,000 subscribers, inviting them to download this helpful UPS ‘widget’.

The result

The results and feedback from this bespoke campaign were extremely positive.  

Both visually and audibly the activity had huge cut-through.  Over 3 months, the tuner impressions, (which included an audio intro each time)  were 8.3 million with a 1.03% click through.

The CRM saw an open rate of 25% and a click through of 10%.