Recently Fedex collaborated with K-league a soccer league that targets the Korean customers to enrich their safety. Aiming to align with Fedex’s mission of highlighting “Safety will be the first consideration in all operations”, they released a new campaign titled Exit with Fedex.
There are two parts to this collaboration: first is the donation to K League Assist, a branch of the K-league that works towards implementing various safety measures in all of K-league stadiums. Secondly, they installed an exit sign that incorporated Fedex’s signature colours: purple and orange as a mean of highlighting the exit in the case of an emergency.
Through the collaboration between the K-league and Fedex, both parties are able to significantly benefit from it. The K-league is able to benefit through the increased safety in their stadiums in the case of an emergency. Now, with a clear signpost that marks the exit, its spectators will be more able to easily identify where the exit is, thus being able to evacuate more easily. On the other hand, Fedex is able to benefit from this initiative as well as they are able to make themselves more known to the Korean customers. As the Korean delivery market is already saturated with pre-existing players operated by major corporations, Fedex has a much lower market presence. However, through this initaitve, people are able to better recognize the company, allowing them to have a stronger and growing presence in the market, potentially. Furthermore, people are also able to associate Fedex with the idea of safety, allowing them to have a more positive brand perception of Fedex as well.
In conclusion, the “Exit with FedEx” campaign clearly supports both parties, and is a great example of a strategic alliance between two seemingly unrelated companies.
