The Brief

In 2010, UPS started to introduce ‘new logistics’ as platform to talk a value proposition in price driven category to senior-level decision makers aged 30-50 in SMB business. The customers who know UPS have a favorable impression of the company and our services. However, • The purpose of 2010 campaign is to tell consumers what logistics is, what the difference between logistics and express and what the advantages of UPS are. • While, we didn’t talk much about the relevance between consumers themselves and logistics and what UPS can serve for them, which leads to that consumers find disconnected.

Describe how the promotion developed from concept to implementation

We use story of the delivery of Terracotta Warriors as a unique and vivid case study, to articulate UPS core value proposition, and better demonstrate how UPS logistics service can benefit SMB’s global expansion. • AWARENESS: Leverage upon awareness as generated and drive consumers through to consideration by providing a platform where they can learn more. • CONSIDERATION: Educate them about the depth and breadth of UPS’ services within Technology and Global Network to drive consideration and ultimately conversion.

Describe the success of the promotion with both client and consumer including some quantifiable results

Consumers’ overwhelming interest in Terracotta case study video evidenced by outperformance of 431,123 video starts and 71,006 video completions as compared to other videos hosted on China’s TNL.cn. • UPS online communication achieved huge results: • Impressions: 819,953,090 • Engagement: 3.93% Advertising awareness of consumers increased significantly. • The advertising awareness of UPS advertisements topped the list of brands at 94% • Strong favorable UPS brand consideration, by FedEx and DHL customers and more than 50% of non UPS consumers said they would consider changing to UPS as their exclusive or one of logistics partner(s).

Explain why the method of promotion was most relevant to the product or service

The reason why we chose Terracotta Warriors are: • Terracotta demonstrates the ‘high value’ of using UPS in a unique and motivating way. • Terracotta Warriors’ is an impressive, symbolic, extraordinary local story that epitomizes the core value proposition of the UPS brand, of being a trusted logistics solutions partner. • It demonstrates the stringent requirements of transporting such a delicate national treasure and the ‘solution’ offered by UPS, ie. expert, high-tech, ‘caring’ logistics. Has the potential for call to action. • It’s universally recognized and relevant to all our customers.