FedEx sends message via 180 strategy

Malaysia - FedEx Express has rolled out a marketing push covering print, online, and OOH advertising in support of the launch of its latest modified delivery service called International Economy (IE).

Having kicked-off on 11 April, print ads featuring three different languages namely English, Bahasa Malaysia (BM), and Mandarin are running across major local dailies while online executions have gone live on Yahoo! and Google in two languages with the exception of BM.

For now, outdoor channels being ultilised include bus wraps and LCD videos across selected high traffic areas surrounding commercial buildings and office blocks within the Klang Valley.

Targeting new and existing customers, the main objective of the exercise is to increase awareness and communicate the benefits of the FedEx IE offering.    

Enabling users to save up to 21% in shipping rates, it provides the flexibility of more than two business days for delivery. For less urgent items or packages, the deal makes room for lower transportation costs due to the allowance of an extended delivery period.

OMD handled media buying and planning as well as digital with BBDO Asia Pacific responsible for all creative elements.

Milk PR was responsible for public relations activities surrounding the campaign.

The campaign ends on 31 May.

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