Mediterranean Shipping Company (MSC), a family-owned company based in Geneva, Switzerland, is the largest container ship operator worldwide. Given the vast scale of its operations, MSC needs a fast, effective, and secure way to process bookings from its customers around the globe.
Traditionally, shipping lines like MSC managed clients’ bookings via telephone or fax, but with the rapid digitalisation of the ocean freight industry in recent years, nowadays, most bookings are processed online, either directly through a carrier’s website or increasingly through mobile applications.
In Thailand, MSC’s managing director approached Lentus to boost domestic awareness of myMSC, the shipping line’s official e-business solution for managing and tracking container shipments. We decided the best way to do this was to host a promotional webinar, coinciding with a full-scale marketing campaign, helping customers in the Thai market understand the advantages of using the app.
To ensure the myMSC webinar received maximum exposure, Lentus produced a collection of high-quality, bilingual graphics and videos that we deployed across MSC Thailand’s and our own social media channels. In addition, we published an in-depth cover story, also offered in both Thai and English, to shed light on the benefits of using the app via our sister company, Logistics Manager, resulting in over 350 attendees joining the webinar.
Before we launched the campaign and hosted the webinar, MSC Thailand only took 1% of its total bookings through myMSC, but, as a result of our efforts, the company has reported a staggering uptake of users. In fact, MSC Thailand now takes over 50% of its online bookings through myMSC – one of the highest percentages of myMSC users in any country worldwide.
MSC Thailand has since relayed to us that it received overwhelming praise from the MSC HQ in Geneva, which was so impressed by the rapid adoption of myMSC in the Thai market, that it plans to replicate our strategy in other countries around the world to increase its user base.