FedEx delivers China badminton team into offices

National - Federal Express has launched a through-the-line brand campaign titled "The China Badminton Team vs The Inefficient Office" starting today, targeting receptionists, clerks and secretaries.

The campaign, which runs for 18 months, aims to create top-of-mind awareness with FedEx's target audience which include CEOs, CFOs and managers who make decisions on which courier to use.

BBDO China has been tasked to develop the creative for FedEx and as major sponsor of the China Badminton Team, the courier company wanted to feature the players and the head coach in the advertising.

"Therein lies the challenge: how can this still make sense in our ads? Our solution- have the China Badminton Team provide the answer to office problems, almost as if they're management consultants, in the best way they know how- with a smash of the badminton racket," Keat Soh, creative director of BBDO China said.

The agency came up with the creative featuring the China badminton team but with the action taking place inside an office rather than the badminton court.

The campaign will run in TVCs, print and OOH, as well as interactive advertising in key cities throughout the country.

OMD Shanghai handled the media buying and planning duties.