We’re Faster By DHL
DHL, a leading logistics provider, launched the “DHL is Faster” campaign to showcase its competitive edge in the industry. The campaign focused on speed, emphasizing that DHL could deliver shipments faster than its competitors.
Campaign Overview
Cause for the Campaign :
Stand out in a competitive market and establish themselves as the speediest delivery service. Traditional advertising can be expensive, so DHL craved a unique approach.
Idea & Concept :
A clever twist on guerrilla marketing. Instead of using their own trucks, DHL sent giant black boxes, disguised with thermo-reactive foil, to their competitors (UPS, TNT, DPD). These boxes were shipped to challenging addresses in busy areas.
Execution :
The foil turned black when cooled below freezing, hiding the message. Once delivered (by DHL’s competitors!), rising temperatures revealed the bright yellow and red DHL logo with the slogan “DHL is Faster” on the black box. This unexpected delivery by their rivals would surprise and leave a lasting impression.
Impact and Results
- Brand Impact : The campaign went viral (though it wasn’t officially a campaign by DHL!). It generated immense buzz and positive media attention, solidifying DHL’s image as a bold and innovative brand.
- Campaign Success : The unexpected nature and humor of the campaign made it highly memorable. People loved the creativity and talked about it, achieving widespread brand awareness.
Lessons Learned
- Think Different : Don’t be afraid to break the mold. Creative and unconventional marketing tactics can be highly effective.
- Embrace Controversy : A little bit of surprise and challenge can spark conversation and brand recall.
- Leverage Competition : Turn the tables on your competitors in a playful way.
