CAMPAIGNS WE LIKE: Blue Dart’s #WeMoveSoYourWorldCanMove

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We loved Blue Dart’s #WeMoveSoYourWorldCanMove campaign because it seeks to do what Xerox achieved decades ago – make a proper noun a verb. Very smartly, through some great, simple and stylish storytelling that moves, well… through freezes of the most critical, crucial moments in the storyboard when time stands still and hearts and video frames freeze in incredulous, on-the-edge anticipation. And the sign-off: If it’s important, Blue Dart it. Very very nice!

Blue Dart, the express logistics service provider and part of the Deutsche Post DHL Group (DPDHL) launched its #WeMoveSoYourWorldCanMove campaign.

Being the Trade Facilitator of the nation, Blue Dart has always had a ‘First In, Last Out’ approach and has always supported our nation to ensure the continuity of the mission-critical supply chain.

This was reinforced during the COVID-enforced lockdown where people could not move from their homes and everyone was learning how to live their lives in this new normal. With this ad campaign, Blue Dart highlighted the important role that it plays in people’s lives and how it ensures timely service each time, every time.

Blue Dart, the express logistics service provider and part of the Deutsche Post DHL Group (DPDHL) launched its #WeMoveSoYourWorldCanMove campaign.

Being the Trade Facilitator of the nation, Blue Dart has always had a ‘First In, Last Out’ approach and has always supported our nation to ensure the continuity of the mission-critical supply chain.

This was reinforced during the COVID-enforced lockdown where people could not move from their homes and everyone was learning how to live their lives in this new normal. With this ad campaign, Blue Dart highlighted the important role that it plays in people’s lives and how it ensures timely service each time, every time.

The campaign:

Objective:

Life comes to a stop, be it an operation theatre or an office when something critical to their work hasn’t arrived. Their  objective was to have clear and straightforward messaging, without ambiguity: ‘If it’s important, BlueDart it’, to bring forward their communication and offering strongly.

The Ad campaign was rolled out in 2020 with a multimedia approach across traditional and digital mediums to highlight Blue Dart as the preferred logistics brand for critical shipments, e-commerce & Temperature Controlled Logistics – #WeMoveSoYourWorldCanMove, #BlueDartIt.

We reached out to BlueDart’s Ketan Kulkarni, CMO, and Head – Business Development, to know about what sets this campaign apart.

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Ketan Kulkarni

“With a strong 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 ad campaign plays on these strengths and highlights our commitment and resilience.

The ad is single-minded, with focused and clear messaging. As an internal brand custodian, there are many salient points and value propositions that one may want to highlight. However, the danger with saying too many things is we end up confusing our audience.

“In this ad campaign, we have weeded out things that add complexity and take away from the simplicity of Blue Dart. It is this single-minded proposition that makes the communication sharper and helps register the USP better and makes this campaign a great one for us.

“The technique used by the Creative Team and the filmmaker too used simplicity to drive home the core of our value proposition – ‘We move, so your world can move’, and hence ‘If it’s important, BlueDart it,” Kulkarni said.

What the campaign has achieved for the brand:

For an industry like logistics, reliability and consistency are two main pillars. We wanted to communicate these two as our value propositions and also convert Blue Dart into a ‘verb’ over a period of time with the caption #BlueDartIt. We have successfully been able to do both through this campaign. Our customers and our followers have applauded us for a well-executed campaign which makes a straight forward point.

The campaign went live in October and in just 2.5 months, we have had over 5.7 million views for the films on YouTube.

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