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UPS
Wishes Delivered

RAN IN: United States

CLIENT
UPS

AGENCY
Ogilvy & Mather *Lead Agency

Alfonso Marian, Chief Creative Officer
Ingrid Hanson, Senior Copywriter
Eric Wegerbauer, Group Creative Director
Jenny Wagstaff, Copywriter
Mae Flordeliza, Director, Project Management
Alicia Zuluaga, Senior Content Producer
David MacKay, Senior Strategist
Chris Curry, Group Creative Director
Gerald Dugan, Group Creative Director
Micardo Celicourt, Management Supervisor


Maxus USA


T3


Moxie


SUMMARY

The 2013 holiday season wasnt great for UPS. The combination of bad weather and last-minute e-commerce orders pushed the network past its limits. The public wasnt pleased, and took to social media to vent their dissatisfaction. In 2014, we needed to build up goodwill, and regain our position as a source of holiday cheer. We solicited holiday wishes from around the country, and granted them some big, some small, some truly magical. Social sentiment shifted to positive, and one very special wish went viral, garnering 45 million views!

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Events, Interactive/Online, Internal Marketing, PR, Print, Search Engine Marketing (SEM/SEO), Social Media

Audience: Brand Influencers

Objectives: Change brand image

Type: Business to Consumer

Classification: National

Language: English