MUSE Platinum

India

2021

Telling the right product story at the right time

Entrant Company

Maersk

Category

Branded Content

Client's Name

Maersk

Sub-Category

Case Study

Campaign Objective To create awareness about Maersk’s Refrigerated Cargo solutions beyond Ocean. The Challenge To position Maersk’s end-to-end Refrigerated Cargo Solutions in the long term: While launching the campaign in the peak of the Covid-19 pandemic. Across sub-verticals (Fruits and Vegetables, Fish and Seafood, Protein and Dairy, Pharmaceuticals and Healthcare). With zero paid media budgets. The Observation/Insight Even if a big Refrigerated Cargo customer does not have to rely on Maersk for assets, they ultimately turn to us for our Refrigerated Cargo and container expertise, and our ability to provide creative logistics solutions – on land. The Solution/Success Story For one of Brazil’s largest exporters of poultry, a strategic move from trucking to rail was proving to be costly because of an extra leg their containers had to travel, to be cleaned and maintained. This delay was also causing challenges with respect to container availability, in a country where poultry exports increased 5.1% compared to 2019, despite the Covid-19 pandemic. Maersk stepped in with an innovative mobile cleaning and maintenance depot that we located in their warehousing facility, eliminating that extra leg of travel and improving container availability. All, so that they could share the goodness of their produce with the end consumer, while cutting logistics costs. This case study is one amongst other ideas we’ve implemented under a single Refrigerated Cargo campaign created to build awareness about Maersk’s logistics solutions beyond ocean. Results A product success story turns into a marketing success story. Time spent on case study page: 308s vs expected 120s - 156.6% higher Interaction% achieved on case study page: 38.9% vs expected 2.9% - 1241.3% higher Source: Native Platforms, GA and Marketers

Credits

Creative Director
Suraj Vasanthan
Copy
Abeni Tandon, Apoorva Kumble
Art
Jonah Costa, Yamini Mahesh Joshi, Deepak Kumar, Naunehal Shahbaaz
Insights & Strategy
Shreya Bhartia
Project Management
Rahul Jain, Swapna Selvadoss, Bobiya Thomas
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