Preparing Maersk at Intermodal 2019

The Background
Maersk was celebrating 25 years of presence in Brazil. Intermodal 2019 was the perfect event to connect to its customers and create a shift in perception regarding its offerings.



Campaign Objective
To establish Maersk as a partner that offers solutions from the time a product is made till it reaches its customers.



Challenge
Brazil saw Maersk as a highly dependable partner for ocean services. However, their end-to-end capabilities are yet to be established.



The Insights
Brazil business people prefer working with someone they know. Although they have a fluid and collaborative style of working, they do not like surprises. They look for a strong sense of familiarity and a powerful emotional connect.



The Creative Concept
Where’s Ze Lucas?
Culturally, Brazilians have a deep connection with sports. A nation that worships football, we thought of telling them about our end-to-end solutions through a story where the protagonist is a vital part of any sport - a shoe. This would create a discourse that our customers are familiar with.



We personified the shoe, gave it a quintessential Brazilian name, and built a narrative around it charting out its journey across various stages - each stage being one of our end-to-end offerings.



“Where’s Ze Lucas?” would serve as a talking point making our customer curious about his whereabouts. And in the process of finding out where he is, they would automatically get to know about our different solutions.



Results

Overall Pipeline Contribution

3,13,924



Registered Visitors

1.85%



Acquisition Opportunities

$471K



Closed Won Opportunities

$112K



Social media CTR 276.7% above benchmark 4.52% vs 1.2%


Engagement Rate 534.2% above benchmark 7.61% vs 1.2%


Source: Native Platform & Marketer