Cannes Lions

THE EXTRAORDINARY PACKAGE

CIRCUS , Mexico City / FEDEX / 2015

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Overview

Entries

Credits

Overview

Description

As FedEx was perceived as a cold company in Mexico, it needed to get closer to the Mexican people.

Our goal was to take advantage of FedEx 25th anniversary in Mexico to generate engagement with people.

FedEx knows which stuff can be delivered anywhere in the country, but also knows which cannot. Therefore, in order to celebrate its 25th anniversary, it decided to send to the Lacandon Forest something that had never been made available there.

This entry is appropriate to PR Lions because our goal was to bring out emotion in the way the brand was perceived and mentioned.

Execution

We sought different spots in Mexico where FedEx needed to approach people. And we proposed different solutions -to be implemented throughout the year- in order to solve problems in these areas.

Outcome

+ 1 million views in two weeks’ time.

The search “FedEx 25 years” exceeded 200,000 results in Google Search.

13 million prints in social media.

A viral explosion of a total 65,147,000 prints.

With a 60% ROI

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