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Direct Response Marketing

FedEx Launches Web Videos

29 Jul, 2009 Response This Week


MEMPHIS, Tenn. – The global mailing service FedEx launched its ad campaign “1,2,3 succeed!” through five Web-exclusive videos.

”With the conscious strategic shift of having digital at the core of almost every one of our marketing efforts, this was a plank in that platform,” says Steve Pacheco, director of advertising at FedEx, according to AdAge.com.

The three-minute long videos are infomercial spoofs featuring professional actor/comedian, Fred Willard. Banner advertising for the parodies are found on major portals such as Yahoo!, as well as general business and small business centered sites. Each contains URL links to the FedEx You Tube channel for viewers to ”Get Infotained.” There, in addition to the company’s corporate site (in the multimedia center), viewers can screen the full-length video ads.

Overall spending on online video ads increased 81 percent to $734 million, according to eMarketer, and is expected to increase by 45 percent this year.

FedEx partnered with BBDO to produce the online videos after it reported a 20-percent decrease in revenue during 4Q 2008 ($876 million) compared to a net loss of $241 million during the same period last year.

With the launch of “1,2,3 succeed!” along with several other initiatives, FedEx hopes to better adjust to the global recession by “continuing to put digital communications at the core of its marketing efforts,” the company said in a statement.


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