UPS's new brand platform campaign makes its debut on Sept. 13, 2010, with a wide range of multi-channel promotions including TV, print, Out Of Home, digital, online, direct mail and e-mail. This marks the first time in UPS history that the company will have a unified global communications platform. This also is the first campaign in which creative for The UPS Store will be aligned with the corporate platform.
The creative elements of the platform will focus on the theme "We ♥ Logistics," reflecting UPS's passion for delivering transportation and supply chain management solutions that can help both large and small businesses better compete.
The campaign will be unveiled Sept. 13 in the United States, China and the United Kingdom followed by Mexico on Sept. 20. In the U.S., 60- and 30-second television commercials will air across top-rated network and cable news programming as well as during FOX NFL broadcasts. Advertising also will run during Sunday morning news programs. The UPS Store campaign will launch Sept. 19 in the U.S. only.
The brand campaign uses the song "That's Amore" with new lyrics. "That's Logistics" tells the story of how UPS's global reach, technology, extensive portfolio of logistics solutions and human network can help companies of any size, industry or geography harness the power of logistics to drive growth, improve efficiency and delight customers. Some of the ads use real UPS employees, incorporating a warm, personal element with a strong business message.
Full-page ads in The New York Times and Wall Street Journal will unveil the new positioning during launch week. The long form print ads will appear in the U.S. and U.K.
A range of major business and vertical trade magazine ads will depict UPS customer "portraits" conveying the value that logistics brings to their businesses. UPS also has partnered with Inc. magazine to create an 8-page booklet, "Why Entrepreneurs Should Embrace Logistics, A Guide to Getting Ahead," that will provide valuable business tips and real world case studies to Inc. readers. Unique print formats also will appear in Entrepreneur and Bloomberg BusinessWeek, where UPS will be regularly sponsoring small business content.
Out Of Home
"Station domination" advertising will support the campaign launch in major public spaces in New York and San Francisco. The transit stations will be covered with UPS imagery from the campaign including "hearts," employees and customers. Billboards also will run in China and Mexico.
UPS will be creating logistics-related content supporting the campaign, including case studies that will be distributed across a variety of digital and mobile channels. UPS and Ogilvy will use various social media channels to support the campaign, including Facebook, YouTube and Twitter. A WAP version of the microsite will contain related content and downloadable ringtones and MP3s associated with the campaign.
Marketing materials will drive consumers to a campaign microsite, www.thenewlogistics.com, designed to facilitate sharing core content such as customer case studies and tools that bring the benefits of logistics to life.
This will be a mix of content designed to entrench the idea of logistics by showing and telling.
Placements on major sites such as Reuters, huffingtonpost, nyt.com and washingtonpost.com will feature banners and ads embedded with logistics-relevant video and other rich media. Individual initiatives also have been negotiated with key media outlets including Federated Media, whereby UPS will create a unique program aimed at generating valuable content about logistics through the use of experts and trusted independent writers. Content then will be distributed through an innovative ad unit that also will act as distributor of UPS-owned content.
Direct Mail / Email
Relationship marketing programs targeted to small businesses will incorporate campaign messaging to help educate customers about the relevance, accessibility and benefits of logistics for small and large companies alike.
The UPS Store
The UPS Store will unveil new advertising on Sept. 19 that also will carry the "We ♥ Logistics" theme and the "That's Amore" tune. The UPS Store campaign includes television, print, online and radio ads as well as in-store marketing components.
The UPS Store Campaign Idea
This new advertising tells the story of how The UPS Store network's suite of products and services redefines what logistics means in the individual context. It identifies that everyone has supply chains: from a small-business customer in need of 25 business proposals and a mail box with a real street address, to a busy mom running her household.
Ogilvy & Mather, Global Advertising Agency of Record
Maxus, Global Media Agency