DHL Outdoor, Ambient, Case study TROJAN MAILING by Jung Von Matt/Neckar Stuttgart

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TROJAN MAILING

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Industry Postal, Courier, Shipping & Freight services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Germany
Agency Jung Von Matt/Neckar Stuttgart
Creative Director Philipp Barth, Holger Oehrlich
Art Director Raphaela Sigg, Tom Lupo
Released November 2013

Awards

Cannes Lions, 2014
PROMO & ACTIVATION LIONS Use of Promo & Activation: Use of Promotional Stunts and Live Advertising GOLD
OUTDOOR LIONS Ambient: Live Advertising and Events SILVER
MEDIA LIONS Use of Media: Use of Special Events and Stunt/Live Advertising SILVER

Credits & Description

Type of entry: Use of Media
Category: Use of Special Events and Stunt/Live Advertising
Advertiser: DHL
Product/Service: DELIVERY SERVICE
Agency: JUNG von MATT Stuttgart, GERMANY
Client: DHL
Product: DELIVERY SERVICE
Entrant: JUNG von MATT Stuttgart, GERMANY
Type of Entry: Use of Media
Category: Use of Special Events and Stunt/Live Advertising
Entrant Company : JUNG von MATT Stuttgart, GERMANY
Advertising Agency : JUNG von MATT Stuttgart, GERMANY
Media Agency : MEC Düsseldorf, GERMANY
Creative Director: Philipp Barth
Creative Director: Holger Oehrlich
Writer: Kai Schmelzle
Writer: Jan/Erik Scheibner
Art Director: Raphaela Sigg
Project Manager: Susanne Barthel
Film Producer: Tim Steffan
Art Director: Tom Lupo
Agency Producer: Simone Müller
Results and Effectiveness:
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.
Creative Execution:
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.
Insights, Strategy and the Idea:
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?
A normal advertising campaign is expensive. We wanted to reach many people without paying for media space.
The idea:
We don’t get this message across – the competition does.
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.