'Speed up/slow down' by Wunderman for FedEx

About the client company
FedEx offers businesses secure, time-guaranteed delivery - for when it 'absolutely, positively has to get there overnight'.

Strategy - broader business issues the company is facing
The UK business market already knows about the famous FedEx guaranteed overnight service. But they don't know about FedEx's more affordable four-day delivery, for when it's important but less urgent. Our challenge was to communicate this choice.

There were two obstacles we needed to overcome: postal customers are often bound by long contracts, so targeting them at the right time is almost impossible.

Also, in each business, there are often several people responsible for choosing a postal contractor, so hitting the post room manager alone may not be enough.

Objectives of the campaign

• To motivate trial of FedEx's services.
• To generate new leads and customers.
• To overcome the two obstacles as mentioned in 'Strategy' by creating an idea that has:

1. long shelf-life - something that will be kept in the post room