Targeted communication using a traditional medium

Campaign Objective
To create awareness amongst Small and Medium Enterprise (SME) exporters in South India, about Maersk’s Cold Storage solutions for Fruit & Veggies, and Fish & Seafood.
The Challenge
Our SME customers from the hinterland of South India are often difficult to reach via digital media.
In a year when all events were cancelled due to the Covid-19 pandemic, we needed to talk about our land-side Refrigerated Cargo solutions to an audience that perceived us as a shipping company.
The Observation/Insight
Increasing demand for organic food from China, North America, Europe, Saudi Arabia, Israel, and Vietnam has increased Indian exports of fresh fruit & vegetables, and frozen fish & seafood at a growth rate of more than 15% Y-O-Y over the last few years.
This growth has led to a continuously increasing refrigerated container throughput.
The Solution (Product)
The increasing refrigerated container throughput has created complex operational problems for port-hinterland-port transportation. To simplify and solve these operational problems, Maersk has introduced a new local product called the Mobile Cool solution. Through this solution, a customer can use our refrigerated containers to transport their goods on land to our Cold Storage facility close to the port in Chennai. At the facility, goods are unloaded from these containers to free them up so they can pick up more Refrigerated Cargo for further exports.
The Solution (Marketing)
The challenge of reaching our SME audience in the hinterland led us to believe that a traditional medium (like billboards) would be a better bet. But with low budgets, the outdoor medium needed to be non-traditional. Luckily for us, our containers can act like a moving billboard. And what better way to deliver a message than through a billboard that circulates from one Refrigerated Cargo customer to another in South India?
Result
Increased utilisation of the Maersk Cold Storage facility in Chennai
The domestic warehouse (preserved food chamber) has reached 100% storage capacity
The chilled chamber is up by 10%