UPS is known for its brown trucks, friendly staff, and logistics. But they actually have some brilliant people working there, testing out alternative fuels in their trucking fleet and solving some very interesting challenges. UPS was looking for a way to show off more of their smarts in a way that resonated with a social audience.
Our concept was to inject some personality, or rather a personality, into the UPS conversation. Enter Ulysses P. Schmidt, Chief Problem Solver at UPS. He’s a huge nerd and proud of it. A la Sheldon from The Big Bang Theory, or the quirky pair of Network Experts popularized in AT&T’s campaign, Ulysses would be extremely smart but also a bit eccentric. We would create a separate social profile for Ulysees, like other successful spokespersons, to possibly reach a new audience that would never think to follow UPS itself.
Ulysses would have a full calendar, releasing weekly experiments that solve common problems. To extend further, we’d even retrofit a UPS package car to be a full laboratory on wheels. Making appearances at college campuses and trade shows, we would further build Ulysses’ character and ultimately grow the market perception of UPS as an innovative company. What might have been…
AD, John Livingston, CW Scott Youngblood