Bill inserts that announce changes to company statement formats deservedly earn their share of yawns—that is, if they’re noticed at all.
But UPS wanted to ensure that enterprise customers actually read the news about the company's upcoming statement makeover. How to break through? Inject a little humor courtesy of a riff on the word bill. After all, who better to be the messenger of this news than the company’s well-loved package delivery drivers?
The program was so successfully sticky that three additional variations were subsequently rolled out to other customer segments, significantly reducing call volumes to an already burdened customer call center, compared to past announcements.
My contributions: Concept, design, photo shoot art direction, copywriting, production.
