Maersk, the world’s largest shipping company, is undergoing a radical business transformation. Selling off the company’s energy business, and merging all its transport companies, the new Maersk set out to expand the offer from shipping to end-to-end integrated container logistics. Our role at & Co./NoA has been, and is, to create the strategy and campaigns that will change the perception of the Maersk brand globally.
The shift from a shipping company to a logistics partner, is a shift from a transactional relationship to a strategic partnership. Almost every larger corporation in the world ships its goods with Maersk, but to fulfil the business strategy, the company needs to engage in a new strategic conversation with a wider group of C-suite decision makers in customer organisations. To increase awareness among the C-level is a key part of the journey.
To get the attention and engagement of the CEOs, CFOs and COOs of the world, we created a campaign based on the common denominator between Maersk and its customers: Transformation. Like technology has fuelled Maersk’s ongoing transformation, the same is the case for its customers. Everyone is navigating change and are looking for partners who can help them through this transformation. By talking about change, why it is hard, and how to navigate it, Maersk is offering C-level a leadership mindset towards change.
The campaign is based on a neurological fact that our reptilian brains will fight any type of change. The hero film is a dialogue between “Status quo” representing the reptilian
brain and “Change” representing all the new ideas and impulses. Being aware of this ongoing dialogue inside our brains, will help us control the reptilian part of the brain and allow us to embrace the changes that is needed for us personally and for businesses to transform and develop. The campaign is further backed with interviews with Maersk leaders talking of the changes they have been involved in and examples of initiatives where Maersk has gone all the way to innovate and grow with their customers.
The campaign launch includes a 3-minute TVC on CNBC to be aired across all regions, on Social Media (LinkedIn, Facebook, Twitter, Instagram, WeChat), print ads in Wall Street Journal, New York Times and Financial Times and extensive use of digital media and programmatic.
The campaign just launched in July, and the final results are not in yet. But so far, the numbers, we have, look promising. Besides being received internally with excitement and pride, the media numbers show best in class performance within the B2B category, especially on LinkedIn.