Actor Zhang Fengyi retains lead role in TVC
Hong Kong Oct 31, 2008 -- UPS has launched its first post-Olympics advertising campaign targeting Small to Medium Enterprises (SMEs) in China and Hong Kong. The campaign, which rolled out in China on October 13 and Hong Kong on October 20, comprises a TV commercial, two print and outdoor creative executions, online banners and a landing web page, http://www.delivermore.ups.com (in Simplified Chinese only), that will run through mid-December.
The rationale behind the campaign is to showcase UPS's expertise in time definite deliveries along with global full service capabilities.
"Following a successful marketing campaign around UPS's sponsorship of the Beijing Olympics, we want to ensure that we maintain a high level of brand awareness in Hong Kong and China, and at the same time continue to educate the markets about our expertise in our time-definite services" said Joe Guerrisi, Vice President of Marketing, UPS Asia Pacific Region.
In the TV commercial, renowned Chinese actor Zhang Fengyi revives his role as the "UPS Hero" from the previous Olympics campaigns, helping a young boy solve his father's delivery tasks, so that the father can afford to spend more quality time with him. The 30-second spot also makes references to the Monkey King, a powerful Chinese mythical character who is known for his dexterity, wit and flexibility in tackling challenges.
"In an increasingly competitive business environment where savings in time and execution have become crucial differentiators, the humorous portrayal of UPS having the same powers as the Monkey King reinforces the UPS brand characteristics of speed, accuracy and flexibility," added Guerrisi.
In conjunction with the TV commercial, Chinese idioms such as (every second counts) and (punctual arrivals) are used in print and outdoor advertisements to drive home UPS's express delivery capabilities. Aside from a revamped landing page, the idioms are also featured in other online components, such as a new set of online banners that promote UPS's flexible time-definite options.
UPS (NYSE: UPS) is the world's largest package delivery company and a global leader in supply chain and freight services. With more than a century of experience in transportation and logistics, UPS is a leading global trade expert equipped with a broad portfolio of solutions. Headquartered in Atlanta, Ga., UPS serves more than 200 countries and territories worldwide. The company can be found on the Web at UPS.com. To get UPS news direct, visit pressroom.ups.com/RSS.
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