Title | DISCONNECTED |
Brand | MAERSK |
Product/Service | LOGISTICS |
Category |
C01. Product / Service Design |
Entrant
|
&CO Copenhagen, DENMARK
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
Production
|
CIRCUS ALPHAVILLE APS Copenhagen, DENMARK
|
Additional Company
|
NOA HEALTH Copenhagen, DENMARK
|
Credits
Claus Collstrup |
& Co. / NoA |
Creative |
Peter Dinesen |
& Co. / NoA |
Creative |
Thomas Hoffmann |
& Co. / NoA |
Creative |
Christoffer Boe |
Circus Alphaville |
Director |
Morten Hoffmann Larsen |
Circus Alphaville |
Executive Producer |
Ken Hermann |
Ken Hermann Photographer |
Photographer |
Pernille Ryder |
&Co. |
Account |
Eva Rabenhøj |
&Co. / NoA |
Account |
Mathias Birkvad |
&Co. / NoA |
Strategy |
Rasmus Philip |
&Co. / NoA |
Media Strategy |
Kenneth Andersen |
&Co. |
Graphic Designer |
Morten Grundsøe |
&Co. |
Graphic Designer |
Anders Martin Jensen |
&Co. |
Graphic Designer |
Ørnulf Johansen |
&Co. / NoA |
Strategy |
Lene Meyer |
&Co. Productions / NoA |
Agency Producer |
Peter Hingebjerg |
Circus Alphaville |
1st AC |
Manuel Claro |
Circus Alphaville |
Director Of Photography |
Franz Bonde |
Circus Alphaville |
1st AC |
Kristoffer Høyer |
Circus Alphaville |
2nd AC |
Sos’Peter Ng’ang’a |
Circus Alphaville |
DIT |
Alex Suhr |
Circus Alphaville |
Drone Operator |
Andreas Kragh-Jacobsen |
Circus Alphaville |
Gaffer |
Christian Brøndum |
Circus Alphaville |
Grip |
Michael Tøt |
Kromand |
Grip |
Thomas Greve |
Circus Alphaville |
Production Designer |
Pernille Holm |
Circus Alphaville |
Stylist/Wardrobe |
Henrik Steen |
Circus Alphaville |
Hair / Make-up |
Lars Gonzalez |
Circus Alphaville |
Sound Recordist |
Anna Stark |
Circus Alphaville |
Casting |
Rie Hedegaard |
Circus Alphaville |
Casting |
Mikkel Schiller |
Circus Alphaville |
Location |
Anders Hynding |
Circus Alphaville |
Line Producer |
Emma Engberg |
Circus Alphaville |
Post Producer |
Olivier Bugge Coutté |
Circus Alphaville |
Editor |
Lasse Marcussen |
Circus Alphaville |
Colourist |
Christian Schandorph |
Circus Alphaville |
SFX |
Jeppe Bingestam |
Formtroopers |
VFX Supervisor |
Bjørn Munch |
Circus Alphaville |
Flame Artist |
Mikkel Maltha |
Circus Alphaville |
Music Composer |
Morten Green |
Circus Alphaville |
Sound Design Arrangement |
Morten Kildegaard |
Circus Alphaville |
Lighting |
Casper Bülow |
Circus Alphaville |
Lighting |
Kasper Morville |
Circus Alphaville |
Lighting |
Why is this work relevant for Creative Business Transformation?
As the complexity of the world’s national borders, customs, political and regulatory matters increase – global trade more than ever needs connected supply chains to accommodate the modern society.
This increasing demand is part of the reason why the world’s largest shipping company made the bold strategy to transform itself into an end-to-end logistics company – thereby doing what Bloomberg coined as one of the biggest business transformations ever attempted.
Maersk moves 1 in 5 of ALL things in the world. On Sea. They invented the container. Now reinventing their business using creativity as a crucial part of the transformation.
Background
As international trade and supply chains in general becomes more complex and disconnected, which from an import/export POV calls for simplicity and truly connected solutions.
Maersk used to be an ocean transporter and was therefore only part of some of this logistics puzzle. Now going ashore and building the world’s most comprehensive asset line of ships, trucks, planes, warehouses, custom clearances and what not all over the world is the number one target. Furthermore, digitalise an industry which haven’t digitalised itself yet.
But once this transformation has started how do you convince experienced Senior Logistics Professionals and C-suite in global trade, that what’s perceived by them as an old shipping company, can take on this huge task? Connecting supply chains end-to-end. Transforming the industry while transforming itself without losing existing trust among customers. Replacing previous suppliers and having the nerve to claim they can do it better? And position Maersk as a challenger in the end-to-end logistics category.
Strategy & Process (30%)
This is a case of changing perception among customers while mobilizing astonishing 80.000 employees. Storytelling was the approach and far bigger than previously seen in the B2B environment. B2B communication is normally riddled with stock images and corporate clichés. It’s also dominated by the belief that rational communication works best.
The opposite approach was used based on the studies proving emotional storytelling and eye-popping creative in fact make more of a difference/impact in a B2B environment.
Giving an insight into Maersk’s innovative way of thinking and ability to turn customer data into workable solutions that connects their customers’ supply chains in new and needed ways. First, talking to the audience’s hearts then followed with proof for their minds.
The campaign offered an enigmatic and cinematic look into the future of logistics. It breaks conventional use of the platforms in play. The engagement strategy was to surprise and stand out by using the platforms in unlike ways. E.g. on LinkedIn, people expect classical corporate updates and job posts, but this campaign was kicked off with a fast-moving thriller edited as Hollywood trailer.
All communication needed to surprise the audience in their respective media placement to gain effective awareness around this transformation.
Experience & Implementation (35%)
We sure got the attention from the global audience of Senior Logistics Professionals and C-suite, which prior research showed to be a difficult task due to their media habits spending little time online. The creative formats did overcome that obstacle and delivered the core story about the new position and offering – which amounted to 806.000 social likes and comments supporting the engagement strategy of gaining enough attention to effectively change the perception of Maersk.
The enthusiasm among the audience was clear with statements; “Is this on Netflix??”, “Felt like Black Mirrors in Logistics”, “This is what ads should be like” and “Absolutely fucking epic!” proving that not only was the format a surprise, but it also resonated in a positive manner.
Besides the novel formats breaking conventional use of platforms it was key to drive traffic to a campaign site full of stories about how Maersk connects the world of logistics, new ways of using data, and showcasing the innovations in the pipeline. 1.4 million customers/visitors entered the site and spent all in all 15.400 hours getting to know the new Maersk offering and position.
Business Results & Impact (35%)
The objective of this campaign was achieved i.e. positioning Maersk as an end-to-end logistics company rather than as the world’s largest shipping company among Senior Logistics Professionals and C-suite.
The company’s global reputation tracker shows a significant increase in 4 customer statements specifically related to the logistics category i.e. the new position and offering moves astonishing 4.7 index points up in total. The customer statements for the logistics category; ‘Keeps my business ahead of developments within logistics’(4.9 up), ‘Connect different components of my supply chain through its end-to-end logistic solution’(4.5 up), ‘Works towards simplifying my logistics’(4.9 up), and ‘Capable of offering end-to-end supply chain solutions’(4.2 up) have all considerably increased.
A heritage brand like Maersk doesn’t compromise ‘trust’ among customers despite its new position. It was key maintaining equal level of trust. Not only did the campaign move the perception to the space of logistics, but the statement ‘A company I can trust’ also increased by impressive 3.6 index points despite introducing a completely new business offering/position. Finally, there was a 34% uplift among the audience to actively recommend Maersk as a logistics partner.