MUSE Platinum

India

2021

Reimagine Retail

Entrant Company

Maersk

Category

Branded Content

Client's Name

Maersk

Sub-Category

B2B (NEW)

Campaign Objective To change Maersk’s perception to one that’s flexible and customer centric. Challenge Maersk has significant experience in the retail realm, but its main target audience by and large sees Maersk as a leader who’s merely in ocean shipping with some extra services. A shift to get customers to see Maersk as their end to end supply chain service provider wasn’t an easy one. The Insights When things are unusual, challenging and complicated or even dynamic, we all look for that which gives us the power and support to adapt and maneuver through the path. Retail is becoming more dynamic and challenging, and it's all about managing a most cost-efficient supply chain and ensuring the availability of products “in stock” through flexibility and customization. Customer’s Business Insight "For me it’s not just about the speed (slow down or speed up) in my supply chain, it’s about having that opportunity or possibility from start to end to manage and have the right flow of my goods. In order to have the right supply I need all the best possible options available" The Key Message: “Flexibility to shape your retail supply chain, to deliver” The Creative Concept: Reimagine Retail Given the hyper dynamic nature of the retail industry, retailers must relook at the way they do business every single day. Or in other words, a flexible solution is the antidote to a fluctuating market. This campaign enlivens the flexibility of our supply chain solutions for 2 retail sub-verticals: Hypermarkets & Supermarkets and Home Improvement. By urging our customers to reimagine their everyday retail products in a light that’s fluid and larger-than-life. Results Total Reach: 2.7M1 | EMAIL CTR (organic): 89% above expectation 2.8% vs 1.5% | Social Media CTR (organic): 799% above expectation 10% vs 1.2% | Avg. time spent: 51% above expectation 181s vs 120s | Campaign contributed 86% of the total traffic Source: Native platform & Media agency, SFMC, Google Analytics

Credits

Creative Director
Suraj Vasanthan
Copy
Suraj Vasanthan, Prithu Sunil, Apoorva Kumble
Art
Shyamal Raghavan Kottayil, Jonah Costa
Video
Jishnu P.S.
Strategy & Insights
Amisha Garg
Project Management
Rahul Jain, Swapna Selvadoss, Bobiya Thomas
Web, Automation & Social
Hemanth Dura, Priyanka C.G., Ammiraju Naidu Ganesula, Caryappa BC, Sara Yasmeen Sulthana, Pritam Bhandare, Joanna Ruaro
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