 |
|
|
Press Releases
Downtown Johannesburg block closed for two weeks during production; 1,800 cubic metres of water used
Hong Kong, September 8, 1998 – Federal Express (FedEx) is using a dramatic ‘Come rain or shine' theme, with "Singing in the Rain" as its jingle, in a new television commercial that involved flooding a street with 1,800 cubic metres of water.
The television commercial begins airing September 10 in Taiwan and September 14 in Hong Kong and is meant to demonstrate the reliability of the FedEx service, according to Peter Yin, FedEx vice president, marketing, communications and customer service, Asia Pacific.
"Research shows that express users consider FedEx couriers to be more courteous, helpful and trustworthy than our competitors. We want to highlight this in our commercial."
Produced by BBDO, the TVC involved closing an entire block of central Johannesburg for two weeks. Some 2,000 square meters of polyethylene sheeting were used to line the street and surrounding buildings before technicians unleashed enough water to fill 150 swimming pools.
The story line opens with a FedEx deliveryman, played by Hong Kong college student Duncan Lai, en route to his destination when a torrent of rain begins pouring down on the city. Soon, the street is flooded. No matter! The FedEx van gets soaked — even submerged — but Duncan keeps his customer's package high and dry and soon has it in the hands of a smiling and appreciative customer.
"We obtained permission to use the music ‘Singing in the Rain' because it conveys the spirit of so many of our couriers. They live to deliver," Yin said.
Yin added that in this commercial, BBDO communicates the key strength of FedEx: that FedEx is reliable, we deliver on time.
FedEx currently serves more than 30 countries and territories in the Asia Pacific market with approximately 5,000 employees. The company provides the most extensive trans-Pacific airlift of any major competitor. Operating its own wide-bodied MD-11, DC-10 and A310 aircraft, FedEx offers over 260 flights per week to the following locations: Bangkok, Beijing, Cebu, Hong Kong, Jakarta, Kaohsiung, Kuala Lumpur, Manila, Osaka, Penang, Seoul, Shanghai, Singapore, Subic Bay, Taipei, and Tokyo, as well as destinations in the U.S.
Federal Express, a subsidiary of transportation powerhouse FDX Corporation, connects areas that generate 90 percent of the world's gross domestic product in 24 to 48 hours with door-to-door, customs-cleared service and a money-back guarantee *. The company's unmatched air route authorities and infrastructure make it the world's largest express transportation company, providing fast, reliable and time-definite transportation of more than 3 million items in 211 countries each working day. FedEx and has more than 142,000 employees, 44,700 drop-off locations, 615 aircraft and 40,900 vehicles in its integrated global network. The company maintains electronic connections with more than a million customers via FedEx PowerShip®, FedEx Ship®, and FedEx interNetShip®. Federal Express reported revenues of US$13.3 billion for its fiscal year ended May 31, 1998.
* Certain restrictions apply
|
|
