Courier giant’s advertising campaign uses 3D wizardry to capture the attention of a global business audience. Victoria Paley reports
The world’s largest express transportation company, FedEx, has launched an innovative new 3D advertising campaign that aims to boost brand awareness and values across an international landscape. ‘FedEx delivers to a changing world’ incorporates a groundbreaking digital web experience with the aim of putting global business trends and insights at visitor’s fingertips.
Web visitors can interact with a dynamic world map that displays data and content on key global trends such as air travel, people in cities, entrepreneurs and success, paper trail, research and development, and business growth. A ‘spinning’ globe and interactive maps help to illustrate this data and statistics, but the real genius of the campaign is that it provides the user with an augmented reality experience through a 3D interpretation of global data. Using a webcam, visitors can hold up a FedEx print advert to discover a world’s worth of information and statistics.
While the global advertising programme is in its fourth year – it’s the first time FedEx has employed 3D wizardry in a campaign.
A global reach
‘FedEx delivers to a changing world’, which runs until March 2011, aims to drive brand engagement by taking advantage of the rising popularity of augmented reality and 3D entertainment.
The multi-territory campaign consists of six print ads running in eight different languages and 11 different markets around the world. The campaign targets decision makers in companies with regular international express and deferred needs in key global markets. Standard banner and rich media online ads will also be used, driving customers and prospects to the campaign website.
The impressive 3D element of the campaign is made possible by a Halo AR application, which uses a special black and white marker on the accompanying print ads to trigger the 3D globe. This can then be clicked on for a range of views of the business world, for example to show the varying proportion of overseas workers, microfinance loans or new business establishments in different countries – all of which are portrayed by the map morphing into different perspectives.
Visitors to the campaign website can explore and analyse data points and content on business trends, which have been provided by The Economist Intelligence Unit, as well as participate in online polls. The content will continue to be updated over the coming months as the campaign evolves, helping to reinforce the message of a ‘changing world’ as well as keep new and existing visitors engaged.
Interaction boosts engagement
While it is early days in the campaign, preliminary results appear very positive. The number of visitors to the FedEx website is already above historical levels from previous campaigns. In addition, the increased interaction levels and time spent exploring the maps and content indicate high interest from prospects and existing customers alike.
Andrew Self, vice president of marketing and communications for FedEx Express Europe, Middle East, Indian Subcontinent and Africa, commented, “This campaign offers customers intriguing and insightful information to help them stay ahead of their customers’ needs in a continually changing world.” He adds, “The website offers visitors the chance to share their perspectives on global trends through online polls and points them in the direction of the solutions that FedEx has created to facilitate their navigation of the global business environment.
