We started in Tier 1 city airports, a key environment for speaking with our travelling business audience.

There we built an exciting and immersive ambient experience - miniature museums that told the story of the Warriors overseas journey.

A full-sized terracotta warrior in its real life packing case was put on display so people could see how much care had been taken on that journey.

A 3D interactive warrior hologram was installed on-site so people could learn more.

A real life General Qin walked the airport, boarded planes and sat with travellers to tell the story, swapping cards with businessmen.

We built content together with National Geographic Magazine, placed ads in Magazines and on airport LCDs and told the story on online banners and video.

And by showing how UPS cared, we made our audience care about UPS.

The campaign successful enhanced consumers’ perception of UPS by 40%+, improving preference by 70%.

And we drove a massive revenue increase of 22%, demonstrating that people were ready to put their trust in UPS.

And that’s because we successfully proved that UPS would care about each and every parcels journey, national treasure or not, so that they didn’t have to.