Federal Express Corporation
Memphis, Tennessee
Through their concept named ZapMail, FedEx hoped to capture the office segment needing to transmit single sheet documents versus the existing roll-fed paper versions being used. The plan was to place these proprietary machines directly in offices for ease, speed and cost effectiveness, thus supporting the logical brand promise of FedEx: to get it there fast.
Expression
CHANGEffect created a mailing of 1.5 million pieces to announce and promote the ZapMail advance solution, conveying the many features being offered exclusively through Federal Express. To convey the many features being offered to the customer, a solution utilizing custom illustrations, lively copy, and unfolding panels to reveal the story effectively captured the energy and movement associated with this global mega brand. The determined direct mail/direct response strategy exceeded the desired percentage response by 12 percent.