Business to business Ad 1

FedEx Delivers to a Changing World

Created by:
BBDO

Launched:
2009

Media used:
Print

Appeal:
Rationale

Analysis:
The ads above are two examples of print ad that appeared from FedEx's global campaign, "FedEx delivers to a changing world."

It is well known that FedEx, being in delivery services boasts of getting their customers' parcels/packages at faster than their competitors. This is reflected in the first ad, where the large amount of FedEx employees are present, showing the company's speed and reliability in delivering. Although this point is consistent with that of the company's brand strength, the ad demonstrated little to no relevance with that of the campaign.

On the other hand, the second ad demonstrated a better link to their campaign. More specifically, the campaign's slogan, "FedEx delivers to a changing world" by showing a crowded, hectic and more business-appropriate environment.

In both the first and second ad shown here, there was a brief mention regarding growing markets in the text at the bottom of the ads. Similarly, the campaign is said to highlight how FedEx can help provide access to global markets (FedEx Global Newsroom, 2011). Therefore, it can assumed that the ads are targeted at a businesses with the promise of a quick, simple and reliable method for transporting.

Both ads also included a standard purple uniform for the employees to give out a professional appeal and thus increase the perceived quality of their services towards their target audience.

However, other than the text at the bottom of each ad, there was a lack of a global factor due to the choice of background unlike this ad below, which was created by BBD, Brazil.

This last ad which was not included in the recent, "FedEx delivers to a changing world" campaign deserves a round of applause. The brilliant idea of using a section of the world map as its background clearly portrays the availability of FedEx globally, while the brand strength of 'a quick and simple delivery' can be derived from the main focus which is the passing of the parcel from the male to the female.

References:

1. FedEx (2011). FedEx International Campaign. Retrieved from http://about.fedex.designcdt.com/our_company/advertising/international
2. FedEx Global Newsroom (2011). "FedEx Delivers to a Changing World." Retrieved from http://news.van.fedex.com/HALO09
3. Ads of the World (n.d.). Fedex: USA-Brazil. Retrieved 1 May, 2011, from http://adsoftheworld.com/media/print/fedex_usabrazil