The UPS Store has launched an ad campaign that utilizes computer-generated imagery, touting the shipping company's small business services.
The integrated ad campaign uses visuals that take consumers to a cardboard world where the UPS Store helps small business owners succeed. It was created by ad agency Doner, Southfield, Mich., with creative components by Psyop and Elias Arts.
A 30-second TV spot called “Gladiator” kicks off the effort, followed by a radio, print and online push. Print ads will appear in publications including Fortune Small Business and Martha Stewart Living. The online component will involve banner ad placement on CNN.com and Americangreetings.com.
“The strategy behind this integrated campaign was simple. Through research, we learned that many people think of the UPS Store for one thing—shipping—so this campaign focuses on the breadth of business services that the UPS Store offers its customers,” said Rob Strasberg, Doner's chief creative officer, in a statement. Strasberg added that by using the cardboard graphics, the agency was able to create a "new visual style" to get the UPS Store's point across: "We do a lot more than shipping."
The UPS Store spent $32 million on U.S. measured media last year (excluding online), per Nielsen.