Campaign Positions Brand as More than Just a Shipping Center
SOUTHFIELD, Mich., March 30, 2009 – Today The UPS Store®, the world’s largest franchise of retail shipping, postal and business service centers, launched a dynamic and innovative advertising campaign, created by Doner.
The campaign uses a unique visual style, through computer-generated imagery (CGI), to bring to life a fantasy world made completely of cardboard. The statement, “We do more than shipping,” is used throughout the campaign which includes: television, radio, print, online and local store marketing.
“The strategy behind this integrated campaign was simple. Through research, we learned that many people think of The UPS Store for one thing – shipping, so this campaign focuses on the breadth of business services that The UPS Store offers its customers,” said Rob Strasberg, Doner chief creative officer. “The fun part was how we did it. By using what The UPS Store is known for—cardboard—we created a new visual style to make our point: ‘We do a lot more than shipping.’”
“In today’s economy, consumers are constantly looking for ways to find value in their purchasing decisions,” said Tom Crockett, vice president of worldwide sales and marketing for Mail Boxes Etc., Inc., franchisor of The UPS Store brand. “This campaign highlights our brand position that The UPS Store offers a variety of business services – not only shipping, but also printing and document finishing, mailbox services, full-service packing, freight services, notary and more. We feel we provide our customer with the best possible value through our wide range of services, world-class customer service and convenience.”
Doner and The UPS Store worked with Psyop to create CGI animation that brought the campaign to life. They also worked with Elias Arts to create music and sound effects for the campaign. Instead of drums, percussion and other instruments to create sound effects, sound comes from using cardboard boxes and mailing tubes; adding another unique element to the campaign.
Doner Creative Credits
The Doner creative team responsible for developing the campaign includes Rob Strasberg, chief creative officer; Jimmy Kollin, creative director and copywriter; Karen Cathel, art director; and Laurie Irwin, agency producer.
About DonerDoner, headquartered in Southfield, Mich., is the largest independently owned advertising agency in the world, with approximately $2 billion in combined billings. The Agency has offices throughout North America, as well as in London, and does business in more than 30 countries for clients including Mazda, Serta, ADT, Owens Corning, HGTV and Expedia.com. A full-service, performance-driven agency, Doner focuses on creating ideas that will have a demonstrable impact on its clients’ business.
About The UPS StoreThe UPS Store retail locations are franchised by Mail Boxes Etc., Inc., a UPS subsidiary. Together, The UPS Store and Mail Boxes Etc.® locations comprise the world’s largest franchise network of retail shipping, postal and business service centers, with more than 6,000 locations around the world. In the United States, The UPS Store and Mail Boxes Etc. locations are independently owned and operated by licensed franchisees of Mail Boxes Etc., Inc. Outside the United States, locations are owned and operated by MBE master licensees or their franchisees. For additional information, please visit the about us section.
Copyright © 1994-2014. The UPS Store, Inc. is a UPS® company. The UPS Store® (TUPSS™) locations are independently owned and operated by franchisees of The UPS Store, Inc. in the USA and by its master licensee and its franchisees in Canada.