[Shortlist @ Premiile FIBRA] Delivering emotions / FAN Courier / The Marks

Nominalizarile obtinute la FIBRA #2:

  • Press

 

PRESENTING THE CASE

Campaign / Execution Summary 

FAN Courier is the official courier of DoR magazine. “Delivering Emotions” was born from a simple print ad brief. But instead of creating a classic advertising message, we went further and transformed the back cover of DoR into yet another story written by the community.

The year-long campaign has gathered eleven letters and will gather even more until December.

In other words, the advertising medium became an open platform for the people around us to send important and special messages, while FAN Courier would be the one to deliver them to their destination, both at home and overseas, wherever the recipient was.

Because DoR is a non-fictional journal, we wanted to contribute with our own set of real letters. It was a way of encouraging genuine communication, which has become more and more scarce in this day and age.

We make too little time to reconnect with the ones we love or we are reluctant to express ourselves in front of those we admire. By inviting the people around us to write to someone important, we wanted to remind the entire community that expressing emotions can go a long way.

It was not only about the personal significance each letter had, but about sharing that personal history with an entire country and giving others the courage to follow suit.

DoR is a quarterly publication. Each edition has four different back covers, each with its own story and custom illustration, to make it an even more special memory for the one receiving it.

“Delivering Emotions” was born from a simple print ad brief. But instead of creating a classic advertising message, we went further and transformed the back cover of DoR into yet another story written by the community.

The year-long campaign has gathered eleven letters and will gather even more until December.

In other words, the advertising medium became an open platform for the people around us to send important and special messages, while FAN Courier would be the one to deliver them to their destination, both at home and overseas, wherever the recipient was.

Context / Problem / Opportunity / Insight

FAN Courier is the leader in courier services, which means it already helps hundreds of thousands of people connect each day. We wanted to show that the company doesn’t only deliver parcels; it also delivers messages, thoughts, emotions, surprises, memories, because each delivery is unique.

The fact that we know that is what makes us the leader.

In an age in which digital communication is prevalent, the “Delivering Emotions” campaign puts each message in a special format - a magazine cover – to highlight the importance of genuine connections.

We saw our association with DoR magazine, a supporter of genuine stories, an opportunity to start a conversation with their audience and facilitate true communication. It was a way to prove that we contribute to the community by connecting people and their stories.

Our strategy was to give the control over to the people we challenged to write the letter. We only provided the medium, the illustration for the letter, in accordance with the wishes of each sender, and the online promotion of the campaign.

We started the campaign with someone very close to our hearts, Tedy Necula, film director and motivational speaker. He chose to write to George Balta, an ex-rugby player which suffered a paralyzing accident on the field ten years ago. As a surprise, Tedy sent him the final edit of a video they hand been working on about what George has managed to accomplish despite his hardships.

The impact this kind of surprise has on the receiver of the message is what made the campaign so successful.

In order to share this genuine emotion even further, we captured some of these moments on camera and shared the stories online.

We focused on enabling the creation of valuable content that would in turn spark an online and offline conversation. The campaign offered people a voice, a way to show appreciation, ask a burning question, tell an inside story or joke and reinforce their relationship or start a new one.

The friends that accepted our challenge of writing to someone special so far are Raisa Beicu, Corporate Sponsorships Expert, Electric Brother, musician, George Balta, motivational speaker, Nicolae Comanescu, artist, the Pixels, music band, Geanina Staicu-Avram, food blogger jamilacuisine.ro, Andreea Retinschi, photographer, Victor Tapeanu, actor, Raul Gheba, comedian, Alexandru Costin, skater and photographer, and the FAN Courier team which wrote to the family of a beloved colleague that passed away.

Target Group 

We targeted the readers of DoR magazine and the friends and followers of those that have shared their stories on the back cover.

Results

Some of the senders wrote to people they did not know but deeply appreciated. And as another proof that the campaign worked, some have even written back. Raisa Beicu, avid reader, chose to send her special letter to her favorite writer, Jonathan Franzen. And to our surprise, after weeks of trying to get ahold of Mr. Franzen’s address, he finally received a copy of the DoR magazine and decided to write back to Raisa. A dream come true.

We not only had hundreds of likes on our Facebook Page, but also on the personal accounts of the people involved in this project.

 

INFO

Agency/Company: The Marks
Entry Case Title: Delivering emotions
Brand: FAN Courier
Client: FAN Courier

 

CREDITS

Marketing & PR Manager: Roxana Magopet, FAN Courier
Client Service Director: Mia Munteanu, The Marks
Copywriter: Sabina Stanciucu, The Marks
Art Director: Daian Man, The Marks
DTP: Dan Hagiu, The Marks
DTP: Alexandru Nedeianu, The Marks

 

OTHER CONTRIBUTING COMPANIES

Other type: Decat o Revista Team
Video / Photo Production: Tedy Necula
Illustrator: Evelin Bundur
Video / Photo Production: Sorin Gociu


Marks

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