Objective: To increase the salience and relevance of UPS with day-to-day shippers by providing more accessible tracking options.
Execution: Customer research confirmed the insight that in a category of increasingly generic shipping options, shippers were keen to find ways to make their day-to-day jobs easier and if possible have some fun and entertainment injected into it.
This led us to recommend the development of a downloadable application (UPS Widget™) that would enable shipping managers to track parcels directly from their desktop, as well as receive RSS feeds and have a set of links to other essential UPS services. Our solution integrates a piece of UPS’s XML tracking functionality together with a 3D animated character, which interacts with the user. The solution is not only useful but strengthens brand identity in a sector often thought of as generic category.
The widget was supported by an extensive print, out of home, online, social media and search campaign. The UPS Widget character became an instant hit across the web, with photographs appearing on Flickr, blog postings and fan sites created on Facebook.