1st Annual Warrillow Awards, Sponsored by nFUSION GROUP:Creating Demand, Delivering Results

Finalist: FedEx. "In the Box" campaign

"The campaign leverages the insight that shipping companies are an extension of a small business' brand." — John Warrillow

FedEx saw an opportunity to directly address SMB's personal stake in shipping — what they ship and how they ship is a direct reflection of the value they offer their customers. With that insight, the company launched the "In the Box" concept as part of its go-to-market plan to grow FedEx in the SMB segment. Targeting about 250,000 customers and prospects across ten top SMB markets, the "In the Box" campaign launched in October 2007 and ran through March 2008. Response rates were more than 3 times greater than previous programs and execution included direct mail, HTML e-mail, themed gifts, and other pieces delivered, appropriately, in a FedEx box.

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Judge's Comments

By John Ellett, CEO, nFusion Group
"FedEx acted on the insight that how a company's product actually arrives at the customer's location is an important factor in customer satisfaction. The distinctive campaign theme was integrated into some very effective, targeted communications that were made even more relevant with actual customer stories and localized content."

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