The express logistics service provider Blue Dart launched its #WeMoveSoYourWorldCanMove campaign in 2020 which became one of the most popular ads of the year. Being the leading trade facilitator of the country, Blue Dart has always had a ‘First In, Last Out’ approach and has supported the nation to make sure the critical supply chain flawless. The ad got out during the tough times of COVID-enforced lockdown where people struggled to move out from their homes and now everyone has learned how to live their lives in this new normal. With this ad campaign, Blue Dart highlighted the important role that the company played in people’s lives and how it ensured timely efficient service each time, every time. The advertising campaign was released last year with a multimedia approach across traditional and digital mediums.
BlueDart’s Ketan Kulkarni, CMO, and Head – Business Development said
“With a robust legacy of over 37 years, Blue Dart has built a solid customer base across diverse industry verticals. We transported tons of essential shipments since the nation-wide lockdown by working round the clock to assure an uninterrupted supply across domestic and international markets. Our latest advertising campaign plays on these strengths and highlights our commitment and resilience”.
“The technique used by the Creative Team was to use simplicity to drive home the core of our worth proposition – ‘We move, so your world can move’, and hence ‘If it’s important, BlueDart it,” Kulkarni added.
For an industry like logistics, the two main pillars are reliability and consistency. The ad aimed to communicate these two as the true value propositions of the company. The mission of the campaign was to convert Blue Dart into a ‘verb’ over a period of time with the caption #BlueDartIt. The campaign has successfully done both. The campaign was aired in October and within 2.5 months, it crossed over 5.7 million views on YouTube.
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