Heartwarming Holiday Ad- UPS Delivers Wishes

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It’s that time of year….Holiday Ad Time. We are being bombarded with ads for great deals and things we need to give to each other to warm their heart. It’s really about STUFF instead of people.  I recently came across this ad by UPS that is part of their UPS “Your Wishes Delivered” campaign. This campaign aims at doing good for others during this consumer driven time. For every wish shared on the UPS social media channels, UPS will donate $1 to one of three charities. Below is the powerful ad that UPS launched about the cutest little boy and his wish.

UPS has successfully integrated their media for this campaign and I look forward to following it as it progresses during the Holiday season.

Check out the UPS Wishes Delivered website here: https://wishesdelivered.ups.com/?WT.mc_id=VAN701354#all-wishes

Screen Shot 2014-12-08 at 9.46.28 PMHow do people feel about this ad focused on people instead of stuff during the Holiday Season? The timing is perfect in my opinion.

 

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8 Responses to Heartwarming Holiday Ad- UPS Delivers Wishes

  1. Dominic says:

    I thinks it depends. I know that is a obtuse answer, but it really does depend on what a person has going on in their daily life during that one month dash to xmas or any other important religious holiday. Let’s say I’m behind on my holiday shopping and I’m dashing out of work, if I view a practical as focusing on product features and services, then that type of ad would be better received. On the hand, if I am relaxing late night watching TV, the the above UPS could have impact on me. Basically, it depends on timing and mood.

  2. Wayne says:

    I think it’s certainly effective — as long as the message aligns with the overall corporate strategy, mission, and reputation. Many people, even those jaded and cynical, tend to become more sentimental during the holiday season; the campaign/donation and kid driver will attract smiles and “aahs.” The holiday season is also a bustling time for package deliveries. If and when harried shoppers need to ship packages, the cute and warm messaging may prompt them to pick UPS without even thinking about it simply because the messaging captures attention; they recall the cute and feel-good commercial or the charitable donations. Of course, the donations are a great way to bolster UPS’ social media presence and following. So it is a win-win for the company and charities receiving donations. People are also busy, so they may not have the time or energy to consider or research alternative shipping options. That feeling may make the decision for them. And if the packages arrive on-time, the customer will also feel they’ve won and very likely will use UPS again for non-holiday shipments. I think it’s a very effective and integrated campaign perfectly timed for the busy holiday season.

  3. Christopher says:

    I thought the ad was heartwarming. Wayne makes a great point; even cynics tend to be touched by December advertising. The use of the cute, energetic kid was pretty effective here. I was reminded by the Make a Wish Foundation and its special promoted spots on SportsCenter. I have a hard time believing this is ever not at least marginally well received.

  4. Shayla Moore says:

    Hi Amy,

    I love these types of ads. They not only raise charitable money, but can turn your mood. I have seen this story pop up in my FaceBook newsfeed and thought it was clever. While Dominic mentioned that the connection depends on the mood at time of viewing, I wonder if seeing this story perhaps on social media while quickly scrolling would help here. So, if you are busy at the store and scrolling while you wait to pay and you see this ad you might think “awwww.” Then you are running to ship the item you just purchased, this ad might cause you to think of UPS versus FedEx. So perhaps timing does matter, but it can also have a positive impact.

    Shayla

  5. Bernadette Brijlall says:

    Amy – Great post! Truly highlights the concept of integrated marketing communications. UPS’s “Wishes Delivered” campaign seems to be focused more on creating an emotional connection with their customers. It transforms them from just being a shipping option, to a company that cares about people. It’s a top notch “big idea” – one that gives the brand a soul. The campaign of course also highlights the company’s involvement in charities and being socially responsible – putting them in a positive light with customers. As far as timing, the holiday season is certainly the their busiest season, so it makes sense to have this campaign run now.

  6. Meradyth says:

    It certainly doesn’t get better than that! I think many of us struggle to keep the spirit of the holidays during this commercialized season so when I see commercials like that it not only tugs at my heart strings, but turns my loyalty to UPS. Their marketing campaign is highly effective and simply adorable. It doesn’t feel like they are capitalizing on a 4-year-olds excitement, but letting the world in on a little secret. It’s truly brilliant. And now I know what shipping service I’ll be using. =)

  7. Graham says:

    Hi Amy,
    This is great! I really enjoyed the commercial – the relationship between the boy and the UPS man was a little outside the norm but I think that’s really what UPS was shooting for. I think it would have been just as powerful and probably a little more authentic if they had made a commercial about those kids getting packages (holiday gifts) from their distant relatives. Drivers could comment on how great it makes them feel to deliver smiles particularly during this busy time of year. In the example you provided, I can feel the feels (as the youth say) but I don’t have kids so I guess that this ad wasn’t meant to include me as a targeted consumer. If I were a parent, on the other hand, I’d probably be charmed into using UPS next time though so I really must applaud their execution. Thanks for sharing this!

  8. Catherine says:

    Hi Amy,

    I really enjoy these types of campaigns; they remind of the Publix Supermarket holiday ads which focus on the experience and the feeling of the season versus prepping the customer for a sale. Some of my colleagues and I were just talking about how even Black Friday is losing its exclusivity. Now, there’s pre-Black Friday, Black Friday week, post Black Friday, Cyber Monday, Cyber Monday week (you get the idea). This was very refreshing and I think it’s time for more organizations to jump on board with this type of advertising.

    -Cat