SHIFTING PERCEPTIONS FOR A SHIPPING GIANT

FedEx Europe wanted to appeal to SMEs with a new story to deliver fame and drive sales. Redwood BBDO conceived and executed a fully integrated brand campaign to relaunch FedEx as ‘the network for what’s next’.

A full-funnel vision

To set them apart from competitors among growth-hungry European SMEs, FedEx required more than just a one-off ad campaign. They needed a creative partner that could bring a new, differentiating story, ‘Where now meets next’, to life across every part of the business and simultaneously build brand and drive sales. Having steered FedEx through the twin challenges of Brexit and Covid, Redwood was challenged to realise the brand’s full-funnel vision, developing new value propositions for core services and offerings.

Turning now into next

Our integrated approach reimagined the brand, shifting away from straight transportation of packages from A to B towards transformation of businesses from Now to Next. This meant building up a narrative from the bottom-up - a single big idea that could flex to tell a breadth of nuanced transformation stories about everything from e-commerce to sustainability. A playful TVC and OOH concept presented ‘Next’ as the place where FedEx helps businesses seamlessly transcend barriers to deliver progress. And an always-on content programme and Small Business Grant competition provided SMEs with the meaningful help to get there.

A truly integrated model

Redwood’s agility and production muscle allowed us to deliver scale and depth at pace. Detailed content assets produced by our expert B2B specialists; a bold new brand identity developed by our creatives; EDMs, social and banner assets, ABM and advanced retargeting based on click behaviour. An ambitious TVC completed the campaign, produced by Redwood Studios, our in-house production arm, in partnership with Bullion Productions. The result? A single idea and fresh visual identity playing out as a through-the-line campaign in 32 markets generating more than 200,000 leads with more than 1000 assets across every content channel and 75 touchpoints in the FedEx eco-system for years to come.