Challenged to advertise UPS world of possibilities to brand managers using a little widget character, my brief was a dream brief and very simple; “Do something interesting”.
So what better place to start than creating a 3D generated virtual shipping office – microsite. In this virtual office, all assets where clickable, revealing key information about UPS. Also our widget was always ready to make customer’s lives easier, showing them how to send parcels, how to track them and overall helping them to optimise their budgets.
The microsite featured in the shortlist at the Cannes festival in 2010 and received the seal of approval from more than 18 million visitors (Marketing Society). By December 2008 the widget had been downloaded 179.972 times. It was used to track more than 62,000 packages across the globe and overall, the results were exceptional…
• Downloads exceeded the plan by 259.9%.
• Installations exceeded the plan by 147.7%.
• Visits to the home page were 176.3% above plan.
• The number entering the site was 112.5% above plan.
…all at a cost per download 80% below target.
This impressive return on investment, plus the great attention to detail and inspired design of the microsite, won the hearts and minds of the judges at the NewMediaAge Effectiveness Awards 2009. They gave the UPS widget microsite and campaign the Winner award in the Business to Business category.
Other awards include NY Festivals 2009 Innovative Advertising Awards Finalist, Euro Effies/Eaca 2009 Finalist for Digital and The Marketing Society Awards, Best Digitally Led Marketing.
Additionally the microsite and campaign were featured in Tom Himpe’s book ‘Advertising NEXT – 150 winning campaigns for the new communications age’.