FedEx Express, a subsidiary of FedEx Corp, has launched a region-wide viral marketing campaign across Europe, the United Arab Emirates and India. The campaign is designed at increasing brand awareness and promoting key FedEx brand attributes.
The campaign targets middle and junior management along with secretaries and administrative staff. It centres around five humorous FedEx TVCs, which showcase FedEx services in comical sketches set in everyday business situations.
The advertisements are available for viewing, download as well as for emailing to friends through a micro-website ( www.relaxiwillmanage.com) and will be communicated to customers and prospects through banner advertisements on key websites, email communication, and the distribution of a CD-ROM.
The campaign specifically targets Austria, Belgium, Denmark, Germany, France, Great Britain, India, Ireland, Italy, the Netherlands, Sweden, Switzerland and the UAE.
Four of the commercials have previously been aired in Germany ("MBA" and "Remind Me") and India ("Crate" and "Chinese Boss"), where they were hugely popular. The remaining commercial, "Tom", has only been aired in the US, while it is new to Europe, the UAE and India.
Said Jacques Creeten, Managing Director, Sales and Marketing for India, Middle East and Africa, FedEx Express, "Following the success of this campaign in the US and other markets where it is currently being rolled out, we have decided to make it available to our customers and prospects in key markets across Europe, the UAE and India."
He added, "This campaign allows us to promote the FedEx brand and awareness of our services to a wider audience in a new and innovative way. The launch is already proving to be hugely successful with the TV commercials on the website receiving more than 102,000 hits in the first few weeks itself."