DHL DM EXPRESS-SHIFT by BBDO Mumbai

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EXPRESS-SHIFT

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market India
Agency BBDO Mumbai
Art Director Rajdeepak Das, Vikrant Yadav, Arun Viswanath, Hitesh Shah
Copywriter Josy Paul, Pashyn Sethna
Photographer Amol Jadhav, Chris Jelley. Photolibrary
Released March 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DHL
Product/Service: PACKAGE DELIVERY
Agency: BBDO INDIA
Date of First Appearance: Mar 1 2011
Entrant Company: BBDO INDIA, Mumbai, INDIA
Chairman / Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Josy Paul (BBDO India)
Copywriter: Vikrant Yadav (BBDO India)
Copywriter: Arun Viswanath (BBDO India)
Copywriter: Pashyn Sethna (BBDO India)
Copywriter: Josy Paul (BBDO India)
Copywriter: Rajdeepak Das (BBDO India)
Art Director: Arun Viswanath (BBDO India)
Art Director: Vikrant Yadav (BBDO India)
Art Director: Rajdeepak Das (BBDO India)
Art Director: Hitesh Shah (BBDO India)
Client Servicing: Luv Chaturvedi (BBDO India)
Photographer: Amol Jadhav
Photographer: Photolibrary
Retouch Artist: Hitesh Shah (BBDO India)
Retouch Artist: Soli Kharas
Retouch Artist: Arun Viswanath (BBDO India)
Media placement: Magazine Insert - Cargo Connect Magazine - 1st March2011

Describe the brief/objective of the direct campaign.
Target Audience:
New Customers

The Problem:
Though studies indicated DHL Express was the fastest to Dubai from all major Gateways in India, sales were stagnant and DHL was losing potential customers to more aggressive competitors.

The Strategy:
To stand out, we had to create a communication that was simple yet distinctive, conveying the hassle-free nature and superior speed of the DHL Express Service in the India-UAE sector.

To make the customers experience the ‘fastest’ nature of the service, we created a simple yet immensely eye-catching insert called the ‘Express-shift’ for the readers of the leading trade magazines in India.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the ‘Express-shift.’

From the outside it looked like an ordinary bookmark, but had a handle attached that stretched to reveal the effect of a consignment passing from India to UAE in the blink of an eye. The form attached with it helped the reader become an account holder with DHL.

Explain why the creative execution was relevant to the product or service.
The India-UAE trade lane is a sector where the name “express” is either prefixed or suffixed with the name of every service provider in the logistics business. It was, therefore, important to highlight DHL’s backend expertise which is unobtrusive in nature and allows an almost personalized, easy and convenient transportation of goods from the sender to recipient.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Great interest was generated for the ‘Express-shift’ which led to favourable word-of-mouth among existing and potential customers. The innovation resulted in the addition of 1791 new account holders with DHL Express in just two months of service and helped enforce DHL as the fastest express mail provider between India and the UAE.