October 28, 2010 – FedEx Corporation today launched the next evolution of its ambitious global advertising effort, “FedEx Delivers to a Changing World.” The heart of the campaign is a digital web experience that puts global business trends and insights at visitors’ fingertips.
At http://experience.fedex.com visitors interact through a dynamic world map with data and content provided by The Economist Intelligence Unit on eight global trends, including air travel, people in cities, entrepreneurs and success, paper trail, business growth, education, money and happiness, and research and development. Visitors also have the opportunity to analyze the data, share information or participate in online polls.
The site employs state-of-the-art technology to deepen the user experience. It features a custom algorithm for generating morphing cartograms (maps) that can be animated in real-time. The campaign also includes an augmented reality experience that provides a three-dimensional interpretation of global data. Using a webcam, a consumer can hold up a FedEx print ad to discover a world’s worth of data within the box.
The “FedEx Delivers to a Changing World” campaign will be executed in eight languages across 14 markets, including Brazil, Mexico, China, Japan, South Korea, Germany, India and the United Kingdom. The campaign will include print and online advertising.
Creative was handled by BBDO, FedEx’s long-time agency since 1989, using a cross-network team from both the Philippines (BBDO Guerrero) and New York. Digital design and development was done by Grow Interactive in Norfolk, VA.