Shippit offers a witty take on the perils of shipping in first ad campaign via Edelman
CB Exclusive – Retail logistics software platform Shippit has launched its first advertising campaign via Edelman, in what is the company’s first foray into a sophisticated marketing program, as it moves from start-up to scale-up.
The campaign includes three short videos, which are a witty take on the perils of shipping faced by businesses owners.
Says Jamil Bhatti, creative director, Edelman: “Working with a startup of such high calibre as Shippit has opened up new light on how start-ups approach marketing. From the outset we had the shared goals of the right strategy, clear message and brave creative. The collaborative approach Edelman and Shippit took to land the ‘heartbreak’ campaign really underpins how combining agency and client smarts is leading to more sophisticated startup advertising.”
Says Rob Hango-Zada, co-founder and CEO, Shippit: “At Shippit, we’ve spent the last four years really understanding the frustrations of our market. At times, startups become obsessed with performance marketing and forget to actually build a brand that lasts.
“We wanted to really embrace the realities our customers face every single day and leverage these insights to help clarify what it is that our brand stands for. The ‘heartbreak’ campaign stemmed from the simple idea that no matter how big or small your business gets, as a business owner you’re not shielded from the heartbreak caused by angry customers, suppliers who try to gouge you or your feeling of defeat when you can’t stop working in the business (versus working on the business).
“We are really proud of how Stacey, our entrepreneur, portrays this across the three short videos – the look on her face really sums it up nicely.
“Historically, we have produced our videos in-house or through a collection of freelancers. We knew for this campaign to come to life in the right way, we needed to embrace the creative thinking of an established agency. Edelman has built a portfolio of strong campaigns for tech businesses that really go a step higher than tactical messaging. We valued their experience and identified them as a great partner to help us build an emotional platform for our brand.”
stick to PR
The only thing brave about this campaign was putting it on Campaign Brief
You spelt shitty wrong in your headline.
These just make me want to get ship-faced.
Can’t wait to see the finished version.
This looks and sounds like a student project. Student actors, student lighting, student director, student VO (recorded in a bathroom), student script.
Some say the true magic in advertising is found in what you choose to leave out.
To suggest the obvious, two ‘p’s and one ‘i’ are redundant here.
Looks like it was shot by the intern
Aside from the obvious issue that the videos are poorly made poop, I would have thought Edelman might have managed to add some strategic insight.
No explanation of why Shippit is in any way different. No explanation of why or how they are disruptive.
I suggest Rob Hango-Zada go back to freelancers. And start with a good Creative Strategist.
This looks like it was shot by a 20 year old intern on her iphone. And the less said about the creative the better.
I’m not judging. But what makes you think a female dot this?
Love these! Brilliant. Well written and crafted to perfection.
At least you got that part right.
But everyone can be creative now. Can’t they?
Why have an expensive creative team?
And all those ridiculous costs with directors and DOPs and editors and sound and pro voice over talent. Anyone can shoot an ad these days. Hell, you can shoot it on an iPhone!!!!
The whole game has changed.
It’s a brave new world where anything is possible for no cost.
The one where the 3 guys are lurking around harassing the woman is alarming.
That’s a shame.
Off to get ship-faced now.
get what you pay for
I think Edelman now have given themselves a gilt-edged opportunity to show us how brilliant they actually are by coming up with a PR approach that makes us all think this this god awful steamer of a campaign is actually any good.
But isn’t. Amateur hour.
Yeah as a female – the version with the 3 courier dudes is a bit gang-rapey. Especially when the Kyle Sandilands with a ponytail character suggests removing her blouse.