In September 2021, UPS tasked sport and entertainment agency CSM to activate its Scuderia Ferrari partnership via F1 led IP content which would boost the brand both globally and in key markets for the international logistics giant.
Territory: Global
Agency: CSM
Objective
As well as developing the overarching UPS x Scuderia Ferrari partnership film, 2021 saw agency CSM tasked by client UPS to activate its partnership with Scuderia Ferrari with a brief ‘to drive brand momentum’ both globally and in key UPS markets.
Activation
As well as the flagship ‘UPS X Ferrari’ film, CSM responded to the brief by conceiving, creating and producing two hub content pieces for UPS which focused on the shared values that sit at the heart of both businesses and drive them towards success – on the race track for the Ferrari F1 team and in businesses for UPS.
UPS X Scuderia Ferrari from CSM on Vimeo.
Launched in the first half of September 2021 to leverage the 2021 Italian Grand Prix, both videos carried the #essereFerrari and #UPSAroundTheWorld hashtags and leveraged Ferrari IP, the social spots were deployed across UPS and Scuderia Ferrari’s digital and social channels (including Facebook, Instagram and Twitter) and supported by paid media campaigns to drive tangible ROI in key UPS markets.
The first video posted was titled ‘Innovation’ and focuses on Innovation and how this is a key success driver for Scuderia Ferrari on track and for UPS and its Small and Medium Business customers (SMBs) in the marketplace. Ultimately, it is innovation that allows both organisations to find their competitive edge.
Innovation behind the scenes helps us push the limits with our partner @ScuderiaFerrari. Ahead of the #RussianGP and the start of another triple header, innovation helps us deliver at our best #essereFerrari #UPSAroundTheWorld ️ pic.twitter.com/wgfhoIdCZ3
— UPS UK (@UPS_UK) September 20, 2021
The second video, ‘Passion’, was based around how the team and the sponsor’s shared value of passion focused around the shared value of Passion draws on the incredible power of passion to break down barriers and unite people globally. From the power of the Scuderia Ferrari, which boasts the world’s largest F1 fanbase, to SMBs growing their business from a dream to reality and selling products on a global scale thanks to UPS’s import and export solutions, passion is the underlying theme.
Passion sits at the heart of our partnership with @ScuderiaFerrari. Whether it comes from cheering in the stands or delivering for the team behind the scenes, passion fuels success #essereFerrari #UPSAroundTheWorld ️ pic.twitter.com/lntWgpQQ48
— UPS UK (@UPS_UK) September 11, 2021
Outcome
One month after the creative was posted across UPS’ channels, the agency reports that the videos have generated ‘several thousand views’ including more than 1000 views on Facebook.
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