AWARDS 2013, CATEGORY 1: Ogilvy for UPS
Shortlist best integrated or multichannel campaign: ‘UPS Olympics Campaign’
UPS is a global B2B “superbrand”. But even global superbrands sometimes need a kickstart to connect to a local audience.
UPS’s sponsorship of the London 2012 Olympics, and our communications, built that connection with UK decision makers in SMEs.
Communications highlighted that UPS did more than just sponsor the Olympics – UPS (literally) delivered the Games.
This unique message enabled us to:
1. Create top of mind awareness of the sponsorship, showing how UPS logistics was essential to making the Olympics happen.
2. Generate consideration and engagement by creating the link between the sponsorship and our audience’s business needs.
3. Cut through amongst a background of high profile Olympic activity from other sponsors - household names like BT and BA.
Timing was essential. Smart planning enabled us to establish sponsorship credentials earlier than many other sponsors, then use the run up to (and period during) the Games to drive consideration and engagement.
Success was borne out by research results showing that we created the desired cut through, opening the door to more business opportunities and putting UPS on the map with our audience.