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UPS: Whiteboard ads at an end?

UPS: Whiteboard ads at an end? . By: Danny DeSelle Mike Hufschmid Noah Rattner. UPS Whiteboard Campaign. Company spent $35 million to generate the ad campaign that began in January, 2007

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UPS: Whiteboard ads at an end?

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  1. UPS: Whiteboard ads at an end? By: Danny DeSelle Mike Hufschmid Noah Rattner

  2. UPS Whiteboard Campaign • Company spent $35 million to generate the ad campaign that began in January, 2007 • Featured actor Andy Azula (the long haired guy) and ran 48 different ‘whiteboard’ 30 second long sessions • Company created print media version and a website devoted entirely to the ‘whiteboard’

  3. The Whiteboard vs. “What can Brown do for you?” • The ‘What Can Brown Do For You’ campaign was only the fifth tagline in the company’s 95 year history • The campaign cost $45 million dollars • The whiteboard campaign was designed to be a continuation of the ‘Brown’ campaign rather than a replacement

  4. Success or Failure? • The campaign generated approximately 1.3 million unique visits to the ‘Whiteboard’ website • 4100 open account page visits (generated new accounts via the website) • 26 million online ad interactions • International shipping revenue increase of 10.3% • Leader in unaided ad awareness: UPS: 63% FedEx: 43.9%

  5. Feedback • Has UPS clearly surpassed FedEx in terms of brand visibility? • Do you feel that UPS has effectively simplified shipping as a whole? • Was this campaign necessary to communicate the message? • Is this sort of message as visible in foreign markets as it is in the U.S.?

  6. Sources • http://www.accessmylibrary.com/coms2/summary_0286-29299418_ITM • http://www.onedegree.ca/2008/10/marketing-to-sm.html • http://louisville.bizjournals.com/louisville/stories/2002/02/04/daily35.html • http://www.slate.com/id/2164266/

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