Maersk Line is a renowned Danish cooperation with offices and workplaces spanning the globe. Since its beginning in the 1920’s, Danish owned Maersk Line has become a global shipping corporation where reliability, timely diligence and efficiency have been its hallmarks. However, where Maersk Line had previously hit a chord with the working Dane, the company had become less and less relevant to this man over recent years.
In 2011, Maersk Line commissioned 20 Triple-E-class ships from a Korean shipyard, representing the largest ships ever built in terms of length and capacity. In July, 2013, the Maersk Majestic was ready for delivery. Could this be an opportunity to reach out to the Danish people?
PS took up the challenge and created the concept for a 12.000m2 pop-up exhibition named ‘Bringing you the world’. The exhibition title alluded to the huge ship’s capacity for cargo to all parts of the world and the ability to bring the world closer through trade. Multimedia stations engaged visitors in everything from refrigerated containers to life on board. For example, at the ‘Stripped to the Core’ station, a miniature of the ship highlighted its eco-friendly attributes. At another station, a huge 180° screen allowed the visitors to experience what it was like to work for Maersk.
But there is more. PS also created a comprehensive campaign to bring people to the quay. TV commercials, outdoor ads, online banners, PR etc. were all involved and the exhibition opened with pomp and ceremony to the sound of a boys choir and the release of 18,000 Maersk-blue balloons … one for each container the world’s largest ship can carry.
More than 350 media clippings
Over 10 feature spots on Danish TV
Almost 5.000 downloads and more than 1.000 unique photos uploaded to Instagram
77 % more Danish Facebook fans
127 more Twitter followers
40 % more visits to Maersk.com and 139% more hits on the Triple-E page
Furthermore, the exhibition traveled all around the world. But most importantly, the exhibition changed the Danish perception of Maersk Line from one of reserved and distant … to a company that is open and giving. Both internal and external stakeholders alike felt a sense of pride in what the company stood for, making the exhibition not only a success in terms of marketing, but also showcasing Maersk Line’s corporate responsibility and employer branding in action.
The exhibition has been Maersk Line’s biggest commercial success to date.