Partners With Actor Zhang Fengyi On TVC
BEIJING, March 27, 2007 - UPS (NYSE: UPS) this week marked
the launch of the second phase of its Olympic marketing campaign in China with a
commercial featuring renowned Chinese actor Zhang Fengyi. The commercial, timed
to coincide with the 500-day countdown to the start of the Beijing Olympics, is
running on CCTV and BTV and TV stations across China. The advertising campaign
will also extend to print, radio and online media through June.
The rationale behind the campaign is to showcase how UPS's global network,
expertise, and technology can help companies in China to enhance their business,
just like what it is doing now for BOCOG to help stage the world's most
successful Games. Targeted at Chinese professionals, executives and managers,
the commercial also uses familiar Chinese idioms to signify UPS's commitment to
the Games.
Adding an interactive and fun dimension to the ad campaign, today also marks
the launch of UPS's dedicated Olympics website (www.ups.com/beijing2008). The website
is an interactive Chinese-language platform that showcases how UPS, as the
Official Logistics and Express Delivery Sponsor of the Beijing Olympics, is
working closely with BOCOG to prepare for the Games. It provides a colourful
journey of UPS's role as a delivery service provider to BOCOG and aims to
showcase up-to-date news on the services and solutions that UPS will provide for
the Games.
Creatively, the TV commercial plays on the Chinese idiom "100% shot on
target" to illustrate how the UPS Worldwide Express delivery service can
deliver parcels simultaneously and accurately to multiple destinations with
industry leading and enhanced time-definite options.
Chinese actor Zhang Fengyi was chosen to spearhead the campaign after an
extensive research conducted by UPS's advertising agency showed that the
audience's perceptions of the actor - such as approachability, trustworthiness,
and reliability - formed a close match to UPS brand characteristics.
Set in the offices of BOCOG, the storyline of the commercial portrays a BOCOG
official tasked to deliver important documents to multiple locations around the
world. Zhang acts the role of a facilitator who brings his friends from UPS into
the picture to provide a solution for BOCOG.
"Although the story which unfolds in this commercial is simple, it leaves
viewers with a deep impression. By using the expression '100% shot on target',
the commercial clearly embodies UPS's core brand characteristics of speed,
accuracy and on-time delivery. The humorous way the story unfolds also provides
an added dimension," said Zhang Fengyi.
"We are confident that our use of an iconic figure such as Zhang Fengyi to
spearhead our marketing efforts for the Olympics in China will not only help
consumers to identify with our brand but also enable us to more vividly portray
the services we provide to BOCOG in support of their push to make Beijing 2008
the best Games ever," said Joe Guerrisi, Vice President of Marketing, UPS Asia
Pacific Region.
In conjunction with the TV commercials, print and outdoor advertisements will
be strategically placed throughout key cities in China to further build
awareness of UPS's sponsorship of the Beijing Games. The creative develops the
Chinese idiom theme further with Chinese idioms such as (delivering with
pinpoint accuracy) and (completing a task successfully) to communicate the
reliability of UPS's express delivery capability.
In July 2005, UPS was appointed the Official Logistics and Express Delivery
Sponsor of the Beijing 2008 Olympic Games. In this capacity, UPS provides
logistics consultation to BOCOG and assists BOCOG to develop and execute the
logistics operating plan for the Beijing Games. UPS will also provide express
delivery services to all venues nominated by BOCOG for the duration of the
Games.
UPS launched its first Olympic themed marketing campaign in April 2006.
Titled 'Pride', the campaign showcased UPS's global capabilities and credentials
to serve the Beijing 2008 Olympic Games as a trusted sponsor of BOCOG. UPS has
since entered into a sponsorship agreement with the Olympic Champion China
Womens' Volleyball team and will partner with them through 2009.
UPS, which celebrates its 100th anniversary in 2007, is the world's largest
package delivery company and a global leader in supply chain services, offering
an extensive range of options for synchronizing the movement of goods,
information and funds. Headquartered in Atlanta, Ga., UPS serves more than
200 countries and territories worldwide. UPS's stock trades on the New York
Stock Exchange (UPS), and the company can be found on the Web at www.ups.com.
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