Title	DISCONNECTED
Brand	MAERSK
Product/Service	LOGISTICS
Category	D01. Strategic Transformation
Entrant	&CO Copenhagen, DENMARK
Idea Creation	&CO Copenhagen, DENMARK
Production	CIRCUS ALPHAVILLE APS Copenhagen, DENMARK
Additional Company	NOA HEALTH Copenhagen, DENMARK

Name	Company	Position
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 Strategy?

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 truly connected solutions. Maersk used to be an ocean transporter and was therefore only part of some of this logistics puzzle. Now going ashore, building the world’s most comprehensive asset line of ships, trucks, planes, warehouses, custom clearances and more 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 with the claim to do it better? And position Maersk as a challenger in the end-to-end logistics category.

Interpretation (30% of vote)

Changing an entire business offering to all parts of a supply chain – moving the offering into supply chain management is quite the challenge. From Maersk POV an incredible business direction that suited their strategic pillars trusted, open, and brave. Well, a brave move. And trust was an objective not to be forgotten as trust from existing customers would be key to this new offering. Needs in the logistics industry have changed – but the industry itself has not changed/digitalised itself yet. Despite the complexity of the transformation Maersk was determined to bring simple and connected solutions into supply chain management. It required new points of departure for conversations. To be accepted/included in new types of conversations. Elevating topics to include a more holistic perspective – knowing that this game was less about operational efficiency, but more about business potential and cost savings in C-suite and Senior Logistics Professionals’ world

Insight / Breakthrough Thinking (30% of vote)

We needed to change perception within the global target group Senior Logistics Professionals and C-suite and establish new conversations. We needed to understand not only Maersk’s new offering through internal interviews, but also interviews with senior stakeholders among our audience – and make the brand attractive within its new category. The external interviews/research within supply chain management showed a clear customer focus on either growing business or streamlining costs. The primary issue was lack of simplicity/connectedness. We turned this into the topic “Disconnected” followed by our category promise “Connecting your world in new ways”, as an answer to their issues. After having made these communicative conclusions we had to make this stand out creatively among an audience with a minimal number of social/digital logins. Our creative approach was based on the studies proving emotional storytelling and eye-popping creative in fact make more of a difference/impact in a B2B environment.

Creative Idea (20% of vote)

The idea was to give an insight into Maersk’s innovative way of thinking and ability to turn customer data into solutions connecting their customers’ supply chains in new/better ways. First, talking to their 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 platforms. The engagement strategy was to surprise 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. The trailer had an invitation to watch the full 5minutes film on a campaign site. A site full of content matching the ambitions and universe claiming the position within logistics. Leaving them with options in the shape of customer interviews/stories, future scenarios and webinars – content that left them anything but disconnected.

Outcome / Results (20% of vote)

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/offering moves astonishing 4.7 index points up in total. The 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. The brand 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 perception to logistics, but the statement ‘A company I can trust’ also increased by impressive 3.6index points despite introducing a completely new business offering/position as an end-to-end logistics provider. Finally, there was a 34% uplift among the audience to actively recommend Maersk as a logistics partner.