Nominalizarile obtinute la FIBRA #2:
- Film Craft
PRESENTING THE CASE
Campaign / Execution Summary
When a package is not delivered on time, it's easy to blame the courier. But it's harder to imagine how his day unfolds on a regular basis.
FAN Courier's new national image campaign is inspired by the real experiences of their couriers and delivered with a sense of humor. The amusing stories collected along the way have been turned into illustrations and animations that depict the obstacles couriers face on a regular day "at the office".
The purpose of this campaign was to show people that reaching each destination on time isn't a piece of cake when you're delivering 150.000 packages daily all around Romania.
And this is a country where even Santa Claus runs late sometimes, while on Fridays, the route to Dubai is often faster than the one to a mountain resort like Predeal.
In other words, with tons of deliveries come tons of challenges. Which about sums up our insight. Most of the time, the problems they face are the problems we all face ourselves. The more reason to empathize, whether you're a disgruntled client or not.
"An Ordinary Day" was meant as a campaign dedicated to the couriers and also a campaign created with their help. We wanted to show our appreciation by making outsiders understand what couriers manage to accomplish despite the frequent "adventures" they involuntarily become part of.
We went behind the scenes of a delivery and discovered that the elevator has a habit of breaking down when large parcels are involved. "Murphy's law" some may say. Or that it's smart to always carry dog food, just in case you encounter some hungry "puppies" on the way.
The campaign had 3 months of continuous promotion and was followed by the launch of new episodes during the next months to come.
We did not replicate the campaign message on different types of mediums, but created different content that was personalized for a particular medium.
The animation side of our campaign brought the illustrations to life and also made the real challenges couriers face easier to digest and to empathise with. The animation team lent their own voices to the illustrated characters to make them feel more real and give them personality, while the animation style, movement and transitions were made to resemble that of a friendly childhood cartoon.
Context / Problem / Opportunity / Insight
Context & Problems:
FAN Courier is the local leader in courier services, thus it delivers the most packages each day and faces just as many challenges. We receive a lot of complaints from customers that are dissatisfied with our efficiency, even though, most of the time, delays are generated by uncontrollable factors such as weather, traffic issues or a surge in online orders, on Black Friday or the winter holidays, for instance.
With tons of deliveries come tons of challenges. Which about sums up our insight. Most of the time, the problems they face are the problems we all face ourselves. The more reason to empathize, whether you're a disgruntled client or not.
Another problem is the fact that our couriers feel the blame is on them, because dealing with angry customers on a daily basis can take its toll. So the campaign was also meant to show them they have a voice and their experiences are valued.
Insight:
When a package is not delivered on time, it's easy to blame the courier. But it's harder to imagine how his day unfolds on a regular basis. This is where we step in.
Opportunity:
The fact that the courier faces his limitations and the obstacles along the way lends a human touch to a corporate entity. The brand is personified. We chose to tell the story of the person at the end of the chain: the driver. The obstacles FAN Courier faces on a daily basis are delivered through the voice of someone actually doing the work.
If up until now, our leadership was represented by an affirmation such as "Nothing is impossible, we can face any challenge, with pleasure", it now takes a more realistic form. The people behind the brand present their side of the story and make it more relatable.
"An Ordinary Day" was meant as a campaign dedicated to the couriers and also a campaign created with their help.
We went behind the scenes of a delivery and discovered their real stories and challenges.
Target Group
We targeted current and potential FAN Courier clients, but especially those that don't feel 100% satisfied with our services. More broadly, we wanted to communicate with all those that are not aware of what the job of a courier actually entails. Many people are not observant enough to see past the parcel they receive at their doorstep.
Equally important as a target was our own personnel. We wanted to make employees feel important, appreciated and worthy of representing our company. Their stories are valuable enough to become an entire communication campaign.
Results
We aimed to transform our Facebook page into an interactive platform that connects clients with couriers.
The content created was meant to stir opinions, reactions and ideas, both negative and positive. And ultimately to identify those brand advocates that could take over the conversation and naturally become the voice of the company.
Our strategy was to let others talk about the company so that the narrative can grow organically.
Results:
1. Facebook Page, FAN Courier was growing as number of likes during the campaign: from 54.225 Page Likes to 82.659. Number of likes increased: 28.431 Page Likes.
2. Facebook Posts Total Reach: 147.201.
3. Facebook total number of video views (for all animated videos from the campaign): 44.169.
4. Youtube total number of video views (for all animated videos from the campaign): 8.483.
No paid media, no boost posts, no paid ads for Facebook or Youtube.
Media budget was invested only in offline channels, such as: outdoor, radio, cinema and others screens and events.
+
The campaign won a special nominee award at the monthly awards of ADC.
The campaign was selected by Behance for one day, we appeared on the front page (homepage) as inspiration for the best creative work, along with other creative projects all around the world.
INFO
Agency/Company: The Marks
Entry Case Title: An ordinary day
Brand: FAN Courier
Client: FAN Courier
CREDITS
Client Service Director: Mia Munteanu, The Marks
Copywriter: Sabina Stanciucu, The Marks
Art Director: Daian Man, The Marks
Creative Director: Bogdan Moraru, The Marks
Web Designer: Amalia Toban, The Marks
Flash Developer: Bogdan Miinescu, The Marks
DTP: Dan Hagiu, The Marks
Account Manager: Raluca Blana, The Marks
Marketing & PR Manager: Roxana Magopet, FAN Courier
OTHER CONTRIBUTING COMPANIES
Illustrator: Paula Rusu
Video / Photo Production: Studioset
