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DHL EXPRESS: GRIDLOCK
| See full size 1253x895 px | |
| Released: | June 2008 |
| Advertiser: | DHL  |
| Agency: | OGILVY & MATHER (HONG KONG) |
| Country: | HONG KONG |
| Category: |
Transport, travel & tourism
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
Creative outdoor
Creative review
Best ads for DHL
Mastering of the ambient space in outdoor advertising
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: GRIDLOCK
Advertiser/Client: DHL EXPRESS (HK)
Product/Service: COURIER SERVICES
Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Media/Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Category: Best Use of Ambient Media: Large Scale
Title: GRIDLOCK
Advertiser/Client: DHL EXPRESS (HK)
Product/Service: COURIER SERVICES
Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Media/Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Credit Details:
| Name | Position | Company |
| Gavin Simpson | Executive Creative Director | Ogilvy & Mather |
| Eugene Tsoh | Creative Director | Ogilvy & Mather |
| Thomas Tsang | Copywriter | Ogilvy & Mather |
| Eugene Tsoh | Art Director | Ogilvy & Mather |
| Roy Yung | Art Director | Ogilvy & Mather |
| Jacky Ip | Photographer | |
| Kim Ho | Illustrator | |
| Roger Chan | Print Production |
Innovative Media Strategy:
To achieve Top of Mind awareness, project a differentiable image and standout from omnipresent competitive Olympic associated advertising. MTR (Railway System in Hong Kong) is used as the key supporting medium to catch targeted corporate customers on the move in an appropriate time sensitive environment to communicate a time sensitive message.
Creative Execution:
See and touch the forces that drive DHL staying ahead ALL THE WAY all the time. Up close and personal to audiences, movement and 3D exposure make DHL experience come alive. Allow high level of creative flexibility that encourages impactful ideas.
Target Audience:
Best marriage of DHL's 'Moving Things' ALL THE WAY with MTR's 'Moving People'. Strategic high traffic spots (2m commuters daily) hits targeted corporate influencers and decision-makers. Matching time sensitive environment to time sensitive message with audience in attuned frame of mind.
Effectiveness:
Record high brand awareness, encouraging raise in ad awareness and outdoor ad awareness, increase in overall image attributes and generate positive word-of-mouth and invaluable free publicity.
