The Power of Logistics
September 17, 2012 by Screenmag
Here’s new work from Ogilvy & Mather and UPS that demonstrates the connection between sports and logistics in an integrated campaign that shows how great sports plays -- when properly executed -- combine all the key attributes of strategy, team work, performance and delivery – the same elements that UPS brings together to help make businesses run better.
The campaign builds on UPS’ two year old “That’s Logistics” marketing strategy developed by Ogilvy, and brings it to the sports field as part of a broader push by UPS in sports marketing.
The new campaign uses one of college football’s most famous plays – the 1984 “Hail Flutie” pass by Doug Flutie in the final second of a game between Boston College and Miami that saw Boston College win the game on the play. While, at first look, the play appears to be one of those magical moments of luck, when broken down movement by movement, we see that it was successful because of strategy and planning, and because each player on the field executed their role to perfection, from blocking to running to the actual pass itself. The play and the spot demonstrate the how logistics helps you win on the field, and reinforces how UPS logistics can help its customers win off the field, as well.
UPS is also launching a companion Facebook and Mobile campaign, supported by an extensive social media program. A key element is a new stat for the sports hungry fan: the “UPS Team Performance Index” specifically created for the 2012 College Football Season. The UPS® Team Performance Index is a ranking that highlights teams who are prolific competitors across every aspect of football. The index, updated weekly, redefines how we measure a team’s competitive advantage based on the key drivers of successful logistics – strategy, teamwork and precision – week in, week out.
The campaign and Facebook app also invite college football fans to take part in weekly trivia games, and enjoy content created specifically for college football fans. It includes a mobile app that can be downloaded at UPS (*877) or online at UPS.com/football or on Facebook at UPS Football http://www.facebook.com/ups/app_353684821372995.
Chicago-based Creative Director Chris Wall handled the campaign.