|Sun Apr 2 2017 15:00:58|
FedEx Ad Puts the Magic Back in Ecommerce
By: Ina Steiner
How does a global logistics firm (yawn) explain its role in ecommerce? FedEx is running an ad that creatively showcases its expertise while putting shipping and ecommerce in human terms.
If you haven't seen it on television, you can find it on the FedEx website
. It's captivating - the scene where a robot toy shows its passport to a stern-looking airport customs agent is priceless.
It does a good job of branding FedEx in consumers' minds, but that's not all. As analysts and investors look at the threat
Amazon poses to shipping carriers, FedEx is sending a message that its 40 years of experience can help retailers make magic happen for their customers, and it advertises its new fulfillment service on the ad campaign's landing page.
"To connect people with the products they love, it takes networks that have been carefully crafted for more than 40 years."
It really is magical to think you can order an item online today and have it show up on your doorstep a few days later - even an item that's halfway around the world. What do you think of the ad? Have online marketplaces done as good a job captivating shoppers?