FedEx International (Business to Business)

TASK: Grow international (non US) B2B shipping with small/medium businesses during the 2018 NAFTA crisis
STRATEGY: Grow differentiation by highlighting FedEx’s logistical expertise vs. an increasingly commoditized category

PROBLEM: Business shipping is seen as a cost centre to be managed, not a growth driver to be leveraged
TRUTH: Canadians had a newfound conviction to unearth possibilities, despite facing unfamiliar challenges
PROPOSITION: FedEx delivers the shipping expertise for your future