Copy & Concept; Advertising & Sales Support
Purpose. APL was facing severe competition, as logistics & technology began to differentiate this historic shipping company. I had a longterm relationship with the global marketing department, which was then based in Oakland. My favorite art director and I did campaign after campaign to advertise APL's significant advantages in trade pubs. The decision-makers were in Oakland and Singapore, which complicated matters. But, frankly, it was a lot of fun. Great stuff to think about because APL had so much depth and history going for them.
Outcome. We helped keep APL solidly out in front around the world. Ultimately, the marketing department was relocated to Singapore. But it was a great ride.
Provocative imagery and an edgy voice set APL apart from a fleet of competitors. APL could say things other shipping lines couldn't, and we took advantage of that.
Here's the copy, so you can read it:
The world is two thirds water. Why not take advantage of it?
Fact is we've spent the last 150 years of our lives sailing the world's seas. With one purpose. One goal. Your complete satisfaction. No matter what you're shipping. No matter where you're shipping. World class customer service. Superior IT tools. Centuries of experience. The APL advantage. It's anything but a myth.
Tagline: Gain the advantage.
Europe just got more competitive. Why not use it to your advantage?
European carriers are anything but agile. Until now. Because now APL is providing service in Europe. Quick-witted, responsive service. The kind that sets standards. Exceeds expectations. With 35 regional office. Over 40 ports of call. The industry's most sophisticated IT tools, flexible departure times and adept customer service reps. The APL Advantage. Because when you win, we win.
Tagline: Gain the advantage.
