DHL Promo, Case study E-POSTBRIEF LAUNCH by Uniplan

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Germany
Agency Uniplan
Creative Director Tobias Stupeler
Released August 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Product/Service: ONLINE LETTER
Head of PR: Heike Humpf (Deutsche Post DHHL)
Head of Event Management: Christine Malek (Deutsche Post DHL)
Creative Director: Tobias Stupeler (Uniplan GmbH & Co. KG)
Project Lead: Eva Pehle (Uniplan GmbH & Co. KG)
Media placement: Live Event Berlin - Germany´s capital Berlin - 28 October 2010
Media placement: Live Event - DPDHL´s headquarters Bonn - 3 November 2010

Summary of the Campaign
E-mail, text messaging and online marketing – the move toward "e-everything" has led to a decrease in conventional mail volumes. To assure continued success Deutsche Post DHL has found an innovative way to bring together conventional paper-based communication and electronic communication – with the E-Postbrief (online letter), a revolutionary new product from Deutsche Post. With "E-Postbrief" Europe’s leading mail communications company takes its promise of confidential, reliable and binding letter communication to the Internet.

Deutsche Post hosted two product launch events to highlight the kick-off of its innovative letter product. The events:
-aligned with and provided the culmination for a Germany-wide cross-media campaign for E-Postbrief launch with a TV commercial as its centrepiece
-were held in two separate locations (Berlin + Bonn) to appeal to specific audiences/stakeholders
-immersed guests in a 360-degree multi-media product experience, enhancing enthusiasm for the product
-reflected the hybridity of the product with a mix of digitalized "pixel architecture" and "real" actors/action
-mirrored the innovativeness of the product in their implementation, yielding a carry-over image of Deutsche Post as a smart, fresh and innovative company.

The events were very successful and also contributed to the overall success of the campaign.

The Situation
The move toward "e-everything" has led to a decrease in conventional mail volumes. To assure continued success Deutsche Post DHL, Europe’s largest postal company, has found an innovative way to bring together conventional paper-based communication and electronic communication – with the E-Postbrief.
The product was launched in July 2010. A German-wide cross-media campaign was run over the span of several months to accompany and support the kick-off. The centrepiece of the campaign was a TV commercial, which provided the look and feel as well as the storyline for all other activities. The campaign also included two live events.

The Goal
The objectives of the launch events:
• To position the product and the company at the vanguard of online communications as the setter of standards for binding, confidential and reliable web-based mail communication
• To make the features and benefits of the new E-Postbrief from Deutsche Post tangible to customers, stakeholders and the media
• To create an event format that fit the product in every way
• To create a brand experience that not only communicates but stages E-Postbrief and Deutsche Post as innovative and fresh while promising traditional reliability.

The Strategy
The first launch event was held October 28, 2010 in Berlin, where "E-Postbrief" was presented to representatives from politics, administrative bodies and the media. The second event, which was geared toward business customers, was held at Deutsche Post headquarters in Bonn on November 3, 2010.
Both events were designed to take the by then familiar look and feel of the television commercial and turn it into a brand-immersive 360-degree experience using multi-media elements and live entertainment. Like the hybrid "E-Postbrief", which can be sent electronically or as a conventional letter, the event itself melded the real with the virtual.
The event space was divided into four zones. Each of these worlds was experienced one after the other by the guests:
1. The Internet world, often perceived as unsafe
2. An expansive 'bridge'
3. The E-Postbrief portal
4. The safe and idyllic world as found in the television commercial.

Guests were first taken through the 'insecure' world of the Internet, awash in dim, murky colours. The mood changed as two 'mailmen' on real yellow delivery bikes appeared, riding over a bridge, which lit to life in glowing yellow. These mailmen were none other than Deutsche Post DHL CEO Frank Appel and MAIL CEO Jürgen Gerdes.
They then pounded on a 'starting block' and the blue-gray background was recast into a shining yellow portal, the "Portal of Reliability". The structure is brought to life through precision light and sound effects coupled with live performers. The blazing message - the "E-Postbrief" is here!
The second event held in Bonn was slightly modified. A joint signal from the CEOs illuminated large cubes on its way toward the Post Tower, which became the blazing centrepiece for the remainder of the show. The 162-meter-high tower stood ablaze in a spectacular digital show of light.

Documented Results
Combined total of guests at the events: about 1,000

Guest comments (excerpt):
• "Refreshing, modern and dynamic – it’s given me a new impression of Deutsche Post."
• "I’m not the kind of person that’s easily impressed – but I sure was yesterday!"
• "Hats off to a fabulous event. Great ambience. Well-done."

The events also contributed to the overall success of the campaign:
-By November 2010 more than 100 major companies and public authorities in Germany had become contract partners for E-Postbrief.
- Approx. 1 million private customers registered for their personal E-Postbrief address.
-By November 2010, 62% of all Germans knew about E-Postbrief (results of a representative poll).