A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Entrant Company
JUNG von MATT Stuttgart, GERMANY
Advertising Agency
JUNG von MATT Stuttgart, GERMANY
Credits
Name
Company
Position
Philipp Barth
Jung Von Matt AG
Creative Director
Holger Oehrlich
Jung Von Matt AG
Creative Director
Kai Schmelzle
Jung Von Matt AG
Writer
Jan/Erik Scheibner
Jung Von Matt AG
Writer
Raphaela Sigg
Jung Von Matt AG
Art Director
Susanne Barthel
Jung Von Matt AG
Project Manager
Tim Steffan
Jung Von Matt AG
Film Producer
Tom Lupo
Jung Von Matt AG
Art Director
Simone Müller
Jung Von Matt AG
Agency Producer
Results and Effectiveness
The competition carried our parcel as well as our message. This message not only amused
pedestrians in the street but also spread all over the world. With over 4 million views within the
first days the video was among the 10 top most popular Youtube videos and become number
one topic on twitter. Then blogs, the press and TV stations all over the world joined in.
In the end, with an overall production cost of only 5.350 € everyone remembered one thing: DHL
IS FASTER.
Creative Execution
The trick: parcels with thermoactive foil. The slogan appeared when the temperature rose: DHL
is faster. Cameras recorded how couriers ran back and forth in busy shopping streets, looking
for addresses that were hard to find.
Insights, Strategy and the Idea
DHL has more company locations, more vehicels and more staff. This is why DHL is faster than
everyone else.
How can one get this message across most convincingly?
A normal advertising campaign is expensive. We wanted to reach many people without paying
für media space.
The idea:
We don't get this message across the competition does.
The couriers of UPS, TNT and DPD did advertising for DHL voluntarily and unknowingly. The
competition carried our parcel as well as our message. Pedestrians in the street were amused,
and DHL had a film that went viral.