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
|
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 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.