Taking the customer’s business where it hasn’t gone before

Campaign Objective
To convince businesses with an expanding global presence to consider Maersk’s Customs House Brokerage (now called Customs Services) as an upgrade from their in-house or local external customs service providers.

Challenge
1) Customers are resistant to change customs service providers because of the strong relationships with their current local service providers in each geography (8-30 years).
2) Since trust and expertise are critical to a customs service, customers view it as a standalone product.
3) In the past, Maersk had sold CHB as a value-added service, bundled with our shipping solutions.

The Insights
The customers weren’t looking for a replacement, yet they were fully aware of the disparity between their expected rate of global expansion and their providers’ customs support.

Maersk CHB is not a value-add.
It’s the key proposition that has the power of highly efficient global supply chain solutions behind it.
The customers’ businesses were held back by the strictly local presence of their CHB providers. So, we decided to change the way customers look at their global logistics – from a scattered group of mutually exclusive functions to one, enormous, interconnected flow of goods. To do this, we repositioned our customs service from a value-added service to a single behemoth CHB solution that could help a multinational supply chain flow unhindered, across the world. A reassuring message for those looking to enter new global markets.

The Creative Concept
Open for business. Around the world.
Results
Consistent marketing and sales efforts achieved:
Total Reach: 3,13,924
Engagement Rate: 1.85%
Closed deals ratio improved to 44% in Q2 2020 from 34% in 2019
Acquisition ratio improved to 78% in Q2 2020 from 61% in 2019
Pipeline grew to $292m in Q2 2020 from $175m in 2019
Source: Native Platform & Marketer