UNITED PARCEL SERVICE
GLOBAL SHRINKING DIRECT MAIL CAMPAIGN
How to increase usage of UPS international services
using their unrivalled global reach as a lever?
By convincing customers that it really is a small world after all.
By introducing the world to the concept of 'Global Shrinking'.
It's a big world.
Four million square miles, 427 million people, 25 countries and 20 languages kind of big.
And meeting its next day delivery needs requires one humungous* delivery machine
Size is important.
To achieve standout of the mind-blowing UPS delivery machine, I decided to go big.
Big as in format.
As in a giant 32.5" x 23" folded mailing (or 83cm x 59cm, with respect to our good friends in Brussels).
The piece unfolded to a hero shot montage that marries the landscapes of Rome, Paris and London together in one dramatic vista. Helping to illustrate how UPS' Transborder Service helps bring Europe closer together.
This was the launch piece to my 'Global Shrinking' campaign which demonstrated how UPS, thanks to an unrivalled global reach, experience and investment in technology, reduces the complexity of the shipping process. Reducing the time, minimising the effort and eliminating the problems and red tape usually involved with international trade.
Making shipping across Europe, as easy as it is across town.
* enorme, sehr groB, reusachtig...
We expanded the stitched together panorama approach to comp together streets in different world cities, to almost literally show how UPS Express makes shipping across the globe as easy as it is across town.
The next phase of mailings were sales promotional, incentivising the use of UPS Express on shipments to the United States with the chance to win satellite navigation systems. We personalised the screen to feature the location of the customer's office with an American destination. The pack going on to show how the speed and reliability of this UPS service not only brings you physically closer to your customers but carries an emotional benefit of being more reliable and trustworthy.
