FROM SHIP TO SURE: DELIVERING CONFIDENCE IN CHAOTIC TIMES

During Brexit and Covid, FedEx Europe needed to reassure business customers facing fast-moving global challenges. We built an integrated newsroom to provide responsive, rapid-turnaround thought-leadership content and advertising delivering calm at the rate of change.

Rapid delivery

Redwood’s agile Creative Studio has been integral to FedEx for five years, supporting the European team with everything from brand positioning and social content to larger campaigns. So when FedEx needed an up-to-the-minute key messaging framework to guide customers through the integration of the TNT business, Redwood was the natural partner.

Brand newsroom

This newsroom model was soon to prove useful as export customers in both Europe and the UK struggled to follow the implications of the dynamic Brexit negotiations. By developing a robust strategic platform and flexible production process, FedEx was able to deliver customer confidence through deep, pre-planned content, delivered much faster than its rivals – and engage prospects on social channels through bespoke explainer content, like our animated shipping film. Redwood made the complex simple.

Fast and fastidious

By the time Covid started causing yet more challenges for customers, our newsroom was so efficient we were able to respond to a B2B brand campaign brief with 10 fresh ideas within 48 hours. The ‘Doing Things Differently’ ad was then produced in-house, with a smart no-shoot solution that blended existing assets and stock footage to create a TV ad that felt premium. So premium, in fact, that it was rolled out across 32 markets, including prime time slots during NHL games – and became the centrepiece of the brand’s sponsorship of the ‘Made on Earth’ documentary series broadcast on BBC Worldwide.