CONTEXT:
Sameday is the leader in parcels delivery across Romania, moving roughly 15000 parcels daily to over 5000 destinations, all under one care free brand mantra: The Easy Way.
Well..about that.
Despite its continuous improvement and innovative services, Sameday attracted a hate wave in social media due to logistical mishaps.
Late deliveries, missing or damaged packages accidentally happen more often in peak periods like Black Friday or Christmas, when Sameday fails to live up to its name.
As a proof of empathy and understanding towards its clients, Sameday becomes Someday.
Introducing Someday.
Uniforms were altered, packages changed logos, vans got rebranded.
One day, Sameday simply became Someday.
We announced our rebranding from Sameday to Someday across our Social Media channels as well as via DM to our partners, media and influencers, who received parcels containing branded items bearing the new name.
A vivid, spontaneous conversation ensued that soon turned into a lively social debate.
Amazingly enough, haters were not that hating anymore and lovers suddenly appeared to counter the narrative, a first into our common journey.
By applying empathy, courage and self-irony, we managed to twist the conversation and empower the positives among a reactive audience.
