Hapag-Lloyd and Serviceplan with a global brand platform
Hapag-Lloyd is launching its first international communications campaign with a new brand platform under the tagline «Your cargo, our promise.» The Serviceplan Group developed the strategy, concept, and creative direction for the campaign, which focuses on quality promises and features employees as authentic protagonists.
Hapag-Lloyd is opening a new chapter in its brand communication: Under the claim "Your cargo, our promise.", the company's global brand platform is placing its promise of quality at the center of a comprehensive communication strategy for the first time. The aim of the campaign developed by Serviceplan Group is to position Hapag-Lloyd as a preferred partner for new and existing customers and to further strengthen the company's role as a quality leader in the international shipping market.
The new platform combines strategic brand management with a clear, customer-oriented perspective: the focus is on the needs of customers and the responsibility that Hapag-Lloyd assumes for their container shipments across all aspects of shipping - from reliability to digital services. At the same time, the communication ties in with the company's specific quality initiatives and products, such as new partnerships, digital tracking services and sustainable shipping solutions.
Brand film with an emotional story
At the heart of the campaign is a brand film that uses a touching story of a father and his young daughter to focus on the company's five key areas of quality. In addition, several explanatory films, social media assets and digital landing pages were developed to present specific value propositions.
A special feature of the campaign is its authentic perspective: instead of using actors, Hapag-Lloyd deliberately relies on its own employees. They are the recurring protagonists of the communication and embody the company's high quality standards in everyday life.
Trust as the core of the brand
"Our industry thrives on trust. For our customers, every shipment means responsibility - and that's exactly what we stand for with our promise of quality," says Nils Haupt, Head of Corporate Communications at Hapag-Lloyd. "With the new brand platform, we are making this promise clearly visible and showing what Hapag-Lloyd stands for as a partner in global trade."
"Our aim was not to explain quality in technical terms, but to make it a human experience," says Mark Andree, Managing Director Serviceplan Berlin. "That's why the campaign tells a personal story that shows how much trust people place in their shipments. 'Your cargo, our promise' translates this trust into a clear, binding brand promise."
The campaign has already been launched and is being played out via Hapag-Lloyd's own channels, including the website, social media and YouTube.
Responsible at Hapag-Lloyd: Nils Haupt (Head of Corporate Communications). Responsible at Serviceplan Group: Strategy development by Creative Planning of Serviceplan Germany, concept and creation by Serviceplan Berlin, editorial content and texts by Serviceplan Public Relations & Content, Mark Andree (Managing Director Serviceplan Berlin). Direction and production: 27km. Photography: Thies Rätzke. Production support: Serviceplan Make. Website conception: Plan.Net (wireframes). SEO support: Mediaplus Performance.
