I was the strategy lead on this project.
Background: Rising volume of complaints against delivery delays against FedEx after a couple of Christmas periods marked with heavy delays (caused by Amazon overpromise to people during that time that they, then, pass over to FedEx and UPS, their 2 main carriers). Overall negative brand perception going up while Amazon gets the (undeserved) credit when all goes well.
Insight: Knowing where your packages are can be reassuring but it’s also the real source of frustration (as the routes do not seem logical for most people).
Idea: FedEx soundtrack. A digital experience that turns the frustration into a magical experience that brings clarity to the tracking experience.
- Project Roles
- BBDO NY
- Brand Strategy, Creative Strategy
- Advertising, Products - Digital