DHL Outdoor, Ambient, Case study GRIDLOCK by Ogilvy & Mather Hong Kong

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Industry Postal, Courier, Shipping & Freight services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Hong Kong SAR China
Agency Ogilvy & Mather Hong Kong
Released June 2008


Cannes Lions 2008
Media - Bronze

Credits & Description

Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser/Client: DHL EXPRESS (HK)
Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Media/Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Credit Details:
Gavin Simpson
Executive Creative Director
Ogilvy & Mather
Eugene Tsoh
Creative Director
Ogilvy & Mather
Thomas Tsang
Ogilvy & Mather
Eugene Tsoh
Art Director
Ogilvy & Mather
Roy Yung
Art Director
Ogilvy & Mather
Jacky Ip
Kim Ho
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.