Why is this work relevant for Direct?

For any shipping customer, Covid-19 proved to be a damaging disruptor. In the face of growing uncertainty, inaction was costlier. This is the story about how we positioned Maersk Air Freight as a game-changer, by pitching it as a trump card to beat any disruption.

Background

A growing instability in Ocean transport (unavailability of vessels , port congestion, lack of staff and equipment) left a lot businesses stranded and unable to transport time-sensitive cargo. Moreover, shippers increasingly viewed air freight as a last-resort solution, to plug critical delays in their supply chain or meet a new consumer trend. The objective was to create deeper awareness of Maersk Air Freight services with existing Ocean customers within the Asia-Pacific region. Commercial Objectives: - Duration: Q1 & Q2 2021 - Reach 80% of our ocean customer base - Grow pipeline by 40 opportunities, with a value of $600k (confidential)

Describe the creative idea (30% of vote)

We decided to change the way customers look at air freight. Instead of treating it as a negative, we focused on the flipside - show customers that Air Freight had a one-way ticket out of any tricky situation for their supply chain. Using a series of logistics visuals across road, rail, and ocean, we took out the main form of transportation. A shadow of an airplane was then imposed over the image – Maersk Air Freight was still on the move on those occasions when all else failed.

Describe the strategy (20% of vote)

When and why do customers choose Air Freight? - Emergency/ Fix Mistakes – 60-70% of business - High Value/ Time-sensitive goods - E-commerce – requires fast shipping Campaign Target Audience: - Existing Maersk customers - Head of Procurement and Vice-President of Logistics (between ages of 40-55), responsible for long-term planning, contingency plans and overall logistics cost and process optimisation - Decision-makers for Air Freight - Industries: Retail, Lifestyle, Auto, Tech, Chemicals/Pharma Approach - Of all those times you wanted a quick way out of any tricky situation, air freight is ready to help your business take off. It’s your ‘Trump Card’. Call to action: Download the Maersk Air Freight digital flyer.

Describe the execution (20% of vote)

Implementation - This campaign was carried out solely on digital platforms with emails and social media carried out over three drops. Organic media was the prime focus for the campaign. We blasted the campaign across social across Asia, going the extra mile and using the mobile-friendly format to our advantage with a vertical video. Timeline - 8 March 2021 to 18 August 2021 Placement - Social Media (LinkedIn, Facebook, WeChat), Direct Emailing, Email Signature, Digital Brochure Languages - English, Chinese, Japanese, and Korean Scale - 6 drops of emails and 8 drops of social media content (including the vertical videos)

List the results (30% of vote)

The campaign showcased Maersk’s push towards being an integrated logistics provider and increased the awareness of Maersk Air Freight among customers. Business impact: - 223 leads generated - US$3.57m of GP value created (confidential) Reach: Total (all languages): 47,105 - Facebook (English): 3248 (Benchmark 1800-5000) - LinkedIn (English): 4776 (Benchmark 2500 - 7500) Engagement rate on social: 421% vs the benchmark of 0.9% for Asia-Pacific Email CTR: 3.11% vs 0.8% for Asia-Pacific Total video views for all languages on social media: 8,762 Sources: Marketers, SFDC & Native platforms