Turning Curiosity into Clarity:
Maersk's Logistics Storytelling
When Maersk developed an ambitious video ad concept called 'The Artefact', they wanted more than just views — they wanted their audience to feel something about logistics.
The script was creative, mysterious, and bold...
But the big question was:
Would their customers "get it"?
That's where we came in.
Campaign Visuals
What We Did
We partnered with Maersk to validate their ad concept before launch.
Goal:
Understand how real customers interpreted, felt about, and responded to the narrative.
Approach:
- Ran in-depth user interviews
- Used word cloud analysis to surface hidden reactions
What We Found
Most people described the script as "adventurous," "mission-driven," and "problem-solving."
→ That's good news — it hooked attention.
70% said the story was fascinating and memorable.
But... 60% said they didn't immediately connect it to logistics.
Once the link was made clear, curiosity turned into trust.
- • 60% saw it as a solution narrative.
- • 40% noted Maersk's role in tracking, customs, and delivery.
How users perceived the concept...
Word Cloud Analysis
What We Recommended
To strengthen the campaign:
- Clarify the logistics angle earlier in the story
- Emphasize Maersk's integrated logistics capabilities
- Highlight their expertise as a quiet enabler — the hero behind the hero
The Impact
Thanks to early validation and iteration:
Ad recall jumped by 35%
(from 45% to 80%)
Brand consideration increased by 28%
Intended customer action rose by 22%
Customer Voices
"Intriguing narrative, kept me hooked."
"Creative approach to logistics."
"Took a moment to connect it to the service, but then it clicked."
Takeaway
Great storytelling is about clarity.
If your audience doesn't see themselves in the story, they won't see your product as the solution.