UPS drivers bypass crisis with employee training campaign

Amid negative PR following general package mishandlings, a corporate communications challenge delivers ‘rocking’ results for Brown.

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Knowing this, and given the PR crisis that notably tarnished shipping rival FedEx’s reputation, Brown proactively decided to quit asking consumers what it could do for them directly, and instead focused on asking what it could do for its workforce.

The answer was a yearlong campaign called “Be the Brand,” aimed at educating and reminding drivers that they are the face of UPS day in and day out.

Beginning as an experimental program to capture UPS drivers’ relationships with their customers in real life and on actual routes, the effort evolved to include the first-ever video UPS has produced entirely from smartphone footage. Entitled “UPS Drivers Rock!,” the “pilot” video was shot in Atlanta using only Samsung Galaxy SIII camera phones to capture 100 percent unscripted communication between UPS drivers interacting with their patrons:

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