FedEx Express (FedEx) will use a zombie apocalypse scenario, where survivors count on immediate arrival of an anti-virus via parcel post, as part of a new advertising campaign.
The campaign is inspired by Hollywood blockbuster movies, and aims to convey how the parcel giant “takes the drama out of delivery”, with fast shipping and extended air freight routes in the Asia Pacific region.
The ad was first aired on Australian Pay TV on Sunday, and will be followed by banner ads and pre-roll television commercials (TVCs) online.
As well as the 'Zombie Outbreak' scenario, another ad features Thai actor Ex-Piya who must deliver a 'mission-critical' parcel to Shanghai by deadline.
FedEx Asia Pacific vice president, marketing, Malcolm Sullivan says the ad is a response to the increasing demands placed on shippers with complex delivery needs.
The company’s touted aim is to present its services as the “solution to delivering demanding packages” in today’s busy and chaotic business world, Sullivan says.
Both traditional and social media feature in the strategy. A cinema-style website has also gone live, with the TVCs and behind-the-scenes videos playable on demand.
Ten Asian markets have also been targeted in the campaign, including Hong Kong, Malaysia, Singapore, Taiwan, China, the Philippines and Indonesia.
The ad follows the June introduction of the company’s extra large pack (XL Pak) for bigger shipments, and the expansion of its International Economy Freight services with more routes inside the Asia Pacific.
Earlier this year FedEx also deployed a new A300-600 aircraft on the existing route from Incheon, South Korea into the company’s Asia-Pacific hub in Guangzhou, China, to increase capacity to Europe and Asia.