CATERPILLAR
Walk by most any job site and chances are you'll see a Cat at work. Since 1910, It's these yellow giants that have been hard at work help build the world we live in.
I grew up loving Cats. My son loves Cats. Show me a kid who doesn't yell "Digger" when he sees a Cat on the street and I'll show you a kid that needs glasses.
So when they came to us asking for a new brand platform to help reinvigorate the brand and attract a new customer base overseas, we did more than just say yes. We rolled up our sleeves and got down to work.
"Built for it" was the global platform we launched three months later.
WE'RE HERE TO HELP.
Imagine if one of the world's most iconic logistics companies came to you and said, "We need a new global brand campaign that ensures we remain one of the world's most iconic logistics companies. And, oh yeah, the 'I Heart Logistics' campaign we've been running for the last ten years has been hugely successful. So more of that. But different. Meaning don't mention logistics this time. Talk about our consulting expertise instead. To small businesses. Sound doable?" First thing I did was say, er, yes. Then I called my wife to say I'd be home late ... by like two weeks. Then my team and I went to work to reframe UPS as a company of problem solvers. People who figure it out and get it done. People who are here to help.
LET ME TELL YOU A MICRO-STORY.
As the campaign launched on all different size screens, we were also flooding the social channels with what we called micro-stories. (Catchy, right?) These fifteen-second case studies were created with almost 100% archival footage from UPS's vast library. Making old assets new again makes clients happy.
FROM MICRO-STORIES TO MINI-DOCS.
There were so many powerful stories of UPSers in action. Consultants helping small businesses realize dreams. Logistics experts getting much-needed medicine to people in need. Real problem solvers in action. We created mini-docs of some of our favorite stories and posted them on social channels everywhere.
COURTS FOR A CAUSE.
March Madness. For college basketball fans, it's a religion. But before the Final Four games begin, the Final Floor needs to get to Indianapolis and Tampa on time? Every seat, every light, every bleacher … every piece of the court is delivered by our friends in brown. It’s a huge logistical challenge. A large portion of media aired during March Madness. So while we flooded every other sports channel with TV and content touting Untied Problem Solvers, we also brought our message to the physical world. We made a replica NCAA Final Four Court and enlisted every coach in the tournament to sign a piece of it. We then displayed the courts in Indianapolis and Tampa for the Men’s and Women’s NCAA Final Four. Partnering with
E-Bay, we encouraged fans on Instagram and Twitter to bid on pieces of the signed floor. All proceeds went to fund cancer research. A win-win.
TED@UPS.
How do you get over 400,000 employees around the world believing they're all problem solvers? Easy. You let a few of their friends do the talking. On stage. Introducing TED@UPS. It was a big event. One day. Lots of people. Physically. And Virtually. Streamed in every office around the globe. By the end of it all, we'd seen tears, laughs, moments of inspiration. And an entire company transformed. United behind the United Problem Solvers platform.
30 DAYS ON THE ROAD.
6 COUNTRIES ON THE MAP.
4 AWARDS ON THE SHELF.
(1 Silver, 3 Bronze Effies)
MEET GENERATION EXPECTATION.
For phase II of the campaign, we shifted focus to something every business deals with: growing customer expectations. The Web has made us all impatient. Baby boomers. Millennial. Gen. X, Y, Zers. We want what we want ... now. And as those expectations increase, so does the work for businesses. To deliver. To return. To meet the needs of this new generation of consumers. UPS is here to help.
Our directors surprised us with a longer version of "Prom", sans VO. It made our client cry. We posted it to a few social channels. More tears. Virtual, of course.
GO WHERE OTHER PROBLEM SOLVERS GO.
We also ran targeted print in pubs like Inc. and Entrepreneur. The curved design elements in each ad were inspired by the flowing curves found within the UPS shield. They helped create a more modern and energetic look for UPS.
BUSINESSES HAVE EXPECTATIONS, TOO.
For phase III of the campaign, we showed businesses the tools and services they needed to keep up with the relentless demands of generation expectation.
I LIKE TO CALL THESE
"15 SECOND
PROBLEM SOLVES".
