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 to reveal 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 of more than 3 million visitors. The widget was downloaded 78,737 times. It was used to track more than 62,000 packages across the globe and overall, the microsite delivered 500% more downloads than expected, 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.
Also the microsite and campaign was in the 2010 Cannes Festival shortlist and featured in Tom Himpe’s book ‘Advertising NEXT – 150 winning campaigns for the new communications age’.