'Welivetodeliver' delivers again

Singapore - FedEx Express has launched the latest installment of its long-running 'Welivetodeliver' regional APAC branding campaign - namely "Dog" and "Overloaded" - to highlight its delivery standards.

"According to our research, customers worry about their documents or packages from the moment they leave their sight until they get confirmation of safe delivery. The new commercials illustrate what can happen to shipments that are not handled by the professional team at FedEx," Malcolm Sullivan, VP of marketing at FedEx APAC, said.

To further Marketing's report on 5 September, the two BBDO-created commercials were directed and filmed on location in Sydney, Australia and will air in nine markets in the APAC including Australia, Hong Kong, Indonesia, Malaysia, Singapore, South Korea, Taiwan, Thailand and the Philippines. By illustrating different scenarios in which other delivery methods have failed, the ads continue with a contrasting storyline which shows the effectiveness of Fedex.

The campaign will run on free-to-air terrestrial stations like Mediacorp's Channel 5 and 8 and will be supplemented by spots on TV Mobile, targetting commuters on public transport and ferries as well as patrons in selected foodcourt outlets.

The first 'Welivetodeliver' campaign launched in 1998, while ads like  "Pizza", "Ambulance" and "Jenny" launched in the late 1990s and early 2000s, exploring the previous careers of FedEx star couriers. Its commercials last year - "Zhang", "Hard Road to Cross" and "Keep Guessing" - used humor to highlight challenges in getting packages delivered on time in mainland.