FEDEX

FEDEX SOUNDTRACK

Context
Rising volume of complaints against delivery delays against FedEx after a couple of Christmas periods marked with heavy delays (caused by Amazon overpromise to people during that time that they, then, pass over to FedEx and UPS, their 2 main carriers). Overall negative brand perception going up while Amazon gets the (undeserved) credit when all goes well.

Insight
Tracking your packages at every minute can be reassuring but it’s also the real source of frustration (as the routes do not seem logical for most people).

Idea
FedEx soundtrack. A digital experience that turns the frustration into a magical experience that brings clarity to the tracking experience.