The majority of decision makers in our target group are avid sports fans, and make a strong emotional connection between competition in sports and competition in business. By using influencers such as sports coaches to establish a correlation between logistics (efficiencies) and winning, and by encouraging our audience to engage with the index to "see for themselves" we were able to start a more strategic conversation about UPS' logistics offerings to businesses. We allowed the audience to see measurable performance indicators by engaging with the tool, instead of just hearing it from the brand.

Over 500M impressions through TV, online advertising and social media.

In addition, the Team Performance Index (TPI) has been viewed online by over 1.2M people.

Football themed TV advertising ranked among the top performers in UPS tracking and recall studies, linking directly to perception shifts associated with incremental revenue and consideration of UPS.

The basketball campaign drove awareness past FedEx and USPS - helping propel UPS to third in unaided awareness (only surpassed by Coca Cola and Nike).