A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company
JUNG von MATT Stuttgart, GERMANY
Advertising Agency
JUNG von MATT Stuttgart, GERMANY
Credits
Name
Position
Philipp Barth
Creative Director
Holger Oehrlich
Creative Director
Kai Schmelzle
Writer
Jan/Erik Scheibner
Writer
Raphaela Sigg
Art Director
Susanne Barthel
Project Manager
Tim Steffan
Film Producer
Tom Lupo
Art Director
Simone Müller
Agency Producer
The Brief
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?
Describe how the promotion developed from concept to implementation
We don't get this message across the competition does.
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.
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
In many countries DHL has more locations, more vehicles and more employees than the
competition that's why DHL is faster. To communicate this in a world wide classic advertising
campaign is expensive. So we decided to make something simple: to let the competitors advertise
for DHL.
People all over the world liked this prank and shared it with their friends. That's why the originality
and creativity of the DHL was talk of the town and at the same time DHL strengthens it's the brand
position as fastest logistic service.