UPS: WHITEBOARD ADS

AT AN END? By: Danny DeSelleMike HufschmidNoah Rattner

UPS Whiteboard Campaign Company spent $35 million to generate the ad

campaign that began in January, 2007 Featured actor Andy Azula (the long haired guy)

and ran 48 different ‘whiteboard’ 30 second long sessions

Company created print media version and a website devoted entirely to the ‘whiteboard’

The Whiteboard vs. “What can Brown do for you?”

The ‘What Can Brown Do For You’ campaign was only the fifth tagline in the company’s 95 year history

The campaign cost $45 million dollars The whiteboard campaign was designed

to be a continuation of the ‘Brown’ campaign rather than a replacement

Success or Failure?

The campaign generated approximately 1.3 million unique visits to the ‘Whiteboard’ website

4100 open account page visits (generated new accounts via the website)

26 million online ad interactions International shipping revenue increase

of 10.3% Leader in unaided ad awareness: UPS:

63% FedEx: 43.9%

Feedback Has UPS clearly surpassed FedEx in

terms of brand visibility? Do you feel that UPS has effectively

simplified shipping as a whole?

Was this campaign necessary to communicate the message?

Is this sort of message as visible in foreign markets as it is in the U.S.?

Sources

http://www.accessmylibrary.com/coms2/summary_0286-29299418_ITM

http://www.onedegree.ca/2008/10/marketing-to-sm.html

http://louisville.bizjournals.com/louisville/stories/2002/02/04/daily35.html

http://www.slate.com/id/2164266/