Agency: McCann Erickson
McCann Erickson London’s new UPS Widget campaign for UPS, is McCann’s first foray into the emerging world of desktop applications.
The 360° campaign with a desktop application at its core, represents a tangible example of what many industry observers believe to be the future of the advertising; branded utility.
The UPS Widget, a small animated character and downloadable desktop application, offers customers the ability to track packages at the click of a mouse as well as link to other UPS services directly from their desktop.
Being promoted via an integrated print, out of home, online and DM campaign - the UPS Widget can be downloaded from a 3D interactive web site ups.com/widget.
The concept for the UPS Widget and web site was born from McCann’s Demand Creation model and based on the need to have an engaging and fun way to draw customer attention to UPS’s capabilities and worldwide coverage.
The UPS Widget is the ideal vehicle to attract the day-to-day decision maker that ships along with a myriad of other tasks.
McCann partnered with technology specialists Skinkers to launch the UPS Widget.
McCann’s Director of Digital Content., Mark Fallows said,“It’s a great example of useful branded content.
“Creating a technology solution alone was not enough, we needed to inject humanity and brand personality into the application and offer content that satisfied a real customer need.
He continued, “An animated character, that lives on a 3D desktop was the vital spark.
“Downloading him gives shippers a friendly desktop helper, offering instant tracking information, direct access to tools on UPS.com and access RSS feeds of their choice.”
Director of Communications, UPS Europe, John Wheeler, added, ”We wanted to do more than just a traditional advertising campaign. We wanted to embrace technology too and today’s climate is about accessibility and options.
“The desktop application integrates a piece of UPS’s XML tracking functionality so customers have convenient access to tracking and other UPS services directly from their desk top.”
He conclude, “With this campaign, they not only learn more about how UPS can help via the advertising and micro site, they also have something they can download, keep and use.”
The campaign will run in UK, France and Germany.