Defining Key Brand Concepts and Expanding Through Owned Media Platforms
ANA Cargo Official Website
Challenges
The old site was designed with a focus on functionality for visitors who were primarily forwarders (air cargo agents). However, the communication target was broadened to include end-user shippers (those who send air cargo), and there was a decision to actively disseminate information to this newly added audience.
Conversion goals were set to include improving profitable inquiries, streamlining operations, and increasing web reservations. At the same time, by linking with the medium-term management strategy, the aim was to establish the ANA Cargo brand in the market.
Solutions
A.C.O. was responsible for the entire process, from concept planning and media planning to structural design, UX/UI design, art direction, photography, and implementation development. They proposed the concept word "CARGO+" to convey the meaning of "delivering new value beyond just transportation."
To effectively implement the newly set policies and objectives, the owned media "CARGO+" was launched, focusing on the business, solutions, and the thoughts and attitudes of the people involved. They also focused on the art direction of photographs, expressing each story both logically and lyrically, with the aim of conveying the behind-the-scenes of air logistics.
Results
The renewed site has grown into a web media platform that can comprehensively convey ANA Cargo's initiatives to everyone from forwarders to end-users. It was highly praised for its ability to convey ANA Cargo's marketing strategy more three-dimensionally.
In addition, various departments within the company began to gather to consult, and the ability to cross-sectionally disseminate corporate and business information greatly improved the quality and efficiency of communication. It also contributed to the efficiency of offline B2B sales promotion activities.
The "CARGO+" proposed by A.C.O. has been elevated to a keyword for business structure reform. They continue to provide support aimed at further improving services, including creating and designing newspaper and magazine advertisements using the word, as well as poster planning for internal branding purposes.
