FedEx launches fully integrated campaign, featuring e-mail, direct mail

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FedEx is rolling out a multichannel campaign this month as part of the company's new strategy to integrate its brand messaging and creative across channels. The effort includes online and offline channels with the unified message, “We understand.”

All creative calls consumers to the initiative's microsite. The TV ads and the site launched on January 1. Search and display ads, social media, online video, direct mail and e-mail will debut January 11. The campaign will run through this year, according to Steve Pacheco, director of advertising at FedEx.

“It is our first truly integrated campaign,” said Steve Pacheco, director of advertising at FedEx. “We are making a conscious strategic shift lately to integrate as many components of the elements as we can, be it television or online. We are trying to take those sometimes disparate channels and mix them together, since consumers are in all of these places.”

The effort targets both existing customers and potential new ones. “There is a lot of potential to reach new customers, but also to remind existing customers about the breadth of services that we have,” Pacheco said.

FedEx's long-time agency of record BBDO, which has worked with the shipping company for two decades, produced the creative. The Omnicom agency is responsible for both the online and offline elements of the effort.

The creative focuses on the tag line, “We understand,” which FedEx first used last January. The theme addresses the recession and positions the brand as reliable in difficult times.

The effort promotes core FedEx products and services, especially their reliability and affordability, including domestic overnight delivery, international shipping, FedEx Ground, FedEx Office print online and FedEx Office.

Emma Armstrong, senior director at BBDO New York, said that FedEx's “identity is built on pillars like trust and reliability.”

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