Winners & Shortlists

TROJAN MAILING

Silver Eurobest

Case Film

Presentation Board

TitleTROJAN MAILING
BrandDHL
Product/ServicePOSTAL DELIVERY
Category 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.