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BtoB's Best - Mobile: FedEx Corp.

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FedEx Corp. Agency: BBDO New York Campaign: “FedEx Mobile” Launch date: March 2012 Creative credits: Executive creative directors: Mike Smith, Greg Hahn; creative director: Ricardo Landim; creative: Justin Bilicki; producer: Sara Kayden Why we liked it: The challenge with mobile advertising is that it can seem particularly intrusive—the digital equivalent of getting a telemarketing call at home during the family dinner. So marketers that use mobile ads had better make sure that they're quick, catchy and useful, and FedEx delivers on all three points. One takeover execution features a FedEx delivery man who walks into the screen, picks up the banner across the bottom of the screen—which turns out to be a box—and walks off the screen. Copy directly tells viewers they can track their package from their phones: “If you can find your phone, you can find your package.” It's an intrusion that the audience will likely deem excusable—even welcome—thanks to the clever visual and smart copy.
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