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UPS Mail Delivery - "UPS Terracotta Warriors" - Maxus Global

  • UPS Terracotta Warriors
  • UPS Mail Delivery
  • United Parcel Service
  • Maxus Global
  • China
  • UPS Terracotta Warriors
Product CategoryPostal, Courier & Shipping Services
Date of First Broadcast/PublicationJune 14, 2013
Media TypeCase Study
Length122 Seconds


No-one actually loves a logistics company, but we have to trust them with the things that we do love. This is an example of how one nation trusted another with its most treasured national possession. 


UPS came late to the Chinese market. We needed to convince Chinese businessmen we could be trusted to help them grow their businesses overseas.


We showed them they’d already trusted us with something they cared about: The Terracotta Army – China’s fragile national treasure.

In airports, we built miniature museums displaying a real-life warrior and telling the story of how we transported him around the world.

We built content with National Geographic, placed ads in magazines, on posters and on online banners and video. 


Audience perception of UPS was enhanced 40%+, preference improved 70%.

UPS revenues increased by a massive 22%.