Federal Express Ads Remember the Brand’s Promise
November 4, 2007 by Susan Gunelius
Filed under Marketing
Remember a long time ago when sending a package through Federal Express (NYSE: FDX) meant it would arrive quickly and safely? While the U.S. Postal Service was notorious for losing mail and delayed deliveries, customers could count on FedEx.
Sadly, those days are long gone, but Federal Express is trying to capture that brand promise again with a new advertising campaign by BBDO Toronto in Canada. Ads of the World posted several FedEx ads today, but the one pictured below made me laugh the hardest.
The copy on the shipping label in the ad says, “Where is it? Where is it? Where is it?……Oh! There it is!” The small copy in the lower left corner of the ad says, “Our Insight tracking system makes staying in touch with your package easy. Relax. It’s FedEx.”
Let’s hope that Federal Express can deliver on the brand promise it’s trying to sell customers on again. Too many customers (myself included) have spent time on the phone with less than helpful FedEx customer service agents trying to find a lost package that Federal Express ultimately cannot find. So much for their quick delivery and tracking promises.
It looks like Federal Express is trying to put some focus back on service, and the company is trying to communicate that strategy through this new ad campaign. What do you think? Will customers believe it? Is it too late? Will Federal Express actually make the necessary changes to live up to their promises?
