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The world of Fedex…


If there's one thing the folks of Fedex master (besides package delivery), it's the creation of  hilarious campaigns that definitely stick to your mind. Who can forget the spot called "Chinese Office", back in 2004? Histerical.

Fedex perfected what Al and Laura Ries call The Law of the Word - "A brand should strive to own a word in the mind of the customer. A word that nobody else owns." (Ries, Al & Laura. "The 22 Immutable Laws of Branding", 1998.) For Fedex, that word was "overnight" delivery. Through brilliantly executed strategies focusing on the benefits customers recieve when chosing Fedex, they have positioned themselves as a smart choice when it comes to air cargo. What they've done is create a relationship and bond with customers - a relationship built on trust and partnership. As a friend once told me, "Fedex understands how I work.  They work around me, with me. They make me feel as if they want to make my life easier... and that's one less thing I need to worry about. So when they say, 'Relax, it's Fedex', they mean it."

Today the brand presents a new global campaign under the name of "Fedex delivers to a changing world", an online platform experience with the purpose of generating interaction between users and data from The Economist Intelligence Unit. The site presents a map that illustrates different 'global trends', such as exports and productivity, investment and development, air travel, people in cities, entrepreneurs and success, paper trail, business growth, education and employment, money and happiness, and research and development, among others. The animated graphic changes in real-time reflecting the current and estimated statistics.

A view of the predicted exports in 2030 at www.experience.fedex.com

The campaign is being executed in 8 different languages across 14 markets, through channels such as printed and online advertising. Brenda McWilliams, Managing Director of the Fedex brand and Communications told the folks of Marketing Daily, "We thought the site would be an interesting, visual way to demonstrate how the world is changing and provide customers with interesting views on the world and trends impacting global business opportunities."

Not only is the site highly engrossing - you can practically spend hours viewing the evolution of each different trend- but the way I see it, it also sends out a clear message: the world is in constant change and Fedex is aware of it. As the world evolves, Fedex evolves with it, for it and because of it. It's rising up to the challenge.

Excellent.