Craik Jones Watson Mitchell Voelkel has appropriated a series of
American cultural icons to launch Good Morning America, a service from
Parcelforce, with a direct mail campaign.
The service, which can be used by businesses in the South-east, will
deliver a package anywhere in the US before 9.00am if it is sent before
4.00pm the previous day.
Craik Jones has designed a mailer, which will be sent to both
Parcelforce’s existing customers and those of larger, more established
international couriers such as DHL and TNT. The mailer adopts an ’over
the top’ theme, then apologises for this to its English audience.
The Statue of Liberty stares out from the red envelope that declares:
’Urgent deliveries stateside? Here’s why you should talk to us,
buddy ...’ Inside, images of Superman, King Kong and a Roy Lichtenstein
cartoon blonde accompany further assertions. The copy concludes: ’In
deference to our cousins across the pond, British reserve, modesty and
understatement went out of the window. (Sorry.)’
Parcelforce has launched several services over the past year through
Craik Jones, including ’By 9am’, a Good Morning America service for
deliveries within the UK, and ’Tracing and Tracking’, a service whereby
a parcel can be identified at any stage within its journey, either by
Parcelforce or by the customer on the Internet.
The latest campaign was written by Simon Kershaw and art directed by
Phil Keevill. Kershaw said: ’Distance is no longer the issue when it
comes to international delivery. People know they can get a package
safely to the US - now they want to know if they can get it there by the
close of business tomorrow or by the beginning of the day after.’
He added: ’When we launched ’By 9am’ last year, we were following many
other companies that already provided the service. This time around,
Parcelforce is the market leader.’