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The Situation - UPS had shifted its communication strategy to drive sales of specific products and services. We needed to explain these seemingly complicated offerings in a simple, straightforward way.
The Idea: UPS simplifies the complex. Bringing the idea to life in utter simplicity – While UPS’s products are internally very complex, to the customer they are remarkably simple to use. The communications had to bring “simplicity” to life in a compelling and rewarding way. The Whiteboard gave us the platform to break down any of UPS’s services into simple business solutions.
The Results: The Whiteboard campaign gave UPS its highest levels of unaided advertising awareness ever recorded. It also lead to enhanced brand interaction and an increase in revenue. It also helped UPS lead the shipping and logistics category.
Real-life Business Integration: UPS account executives have been called on by clients and new prospects to “Whiteboard” problems. The term was used as shorthand by companies trying to find better ways to operate using UPS’s products and services. Not only has the campaign entered the vernacular, but the way it’s being used reflects the intent of the campaign.
Pop Culture Integration: The simple, iconic look of the Whiteboard campaign has taken hold in popular culture as seen in several consumer-created spoofs of the work. YouTube has 25+ parodies of the campaign created by viewers. And the ultimate flattery; SNL did multiple spoofs on their show.
