DHL EXPRESS: GRIDLOCK

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Released:	June 2008
Avertiser:	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
Entrant Company: 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.