WORLD'S LARGEST TARPAULIN by Serviceplan Munich for DACHSER

Adsarchive » Promo » DACHSER » WORLD'S LARGEST TARPAULIN

WORLD'S LARGEST TARPAULIN

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Serviceplan Munich
Art Director Katja Ruff
Copywriter Matthias Riedle
Account Supervisor Anna Prost
Released March 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: DACHSER
Product/Service: MISSION STATEMENT AND CORPORATE PHILOSOPHY
Agency: SERVICEPLAN
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director: Katja Ruff
Copywriter: Matthias Riedle
Art Director: Katja Ruff
Account Supervisor: Anna Prost
Graphic Design: Isabella Paluch
Screendesign: Katja Ruff
Programmierer: Thomas Kubiza
Photography: Marcus Vetter, Andreas Huber
Media placement: Promotion - Global In-House Distribution - 05/03/10

Describe the objective of the promotion.
We had the task, with the launch of the new Corporate Mission, to strengthen the message of Dachser’s Common Objectives; that its 25,000 employees are, in fact, one big family.

Describe how the promotion developed from concept to implementation
We have printed the largest tarpaulin in the world at 290 m2 (classic Dachser logo and slogan) and divided it into 25,000 squares. One of these squares was affixed to each of the Corporate Mission Books in advance and provided with an individual code. At the same time, a microsite was set up on which we linked each of the 25,000 codes at the appropriate place in the logo. This enabled all employees to take their piece of the printed Dachser tarp, upload a photo and, if they wished to do so, view or even contact their 'neighbours' in the logo. A film on the microsite documents the fragmentation of the record-breaking tarp.

Describe the success of the promotion with both client and consumer including some quantifiable results
Although our concept well exceeded the original budget, our client Dachser was so enthused and captivated by the idea that they commissioned it anyway. About half the staff had registered on the microsite on the first day of receiving their copy. The record-breaking tarp was the number one talking point all around the logistics centres and after a week there were 23,000 registrations.

Explain why the method of promotion was most relevant to the product or service
In the era of globalisation, the employees - especially with a logistics company – work in locations around the world. As a family business, it is very important to Dachser to strengthen all national and cultural borders, and to establish cohesion and shared values. This is exactly was has been achieved with this project: Dachser employees all over the world were given pieces of the tarp, symbolic codes and, indeed, a real piece of Dachser as a common entity in their hands. The order in which 'logo-neighbours' were placed on the microsite was completely random and so people from all continents were brought together.