DHL is launching its global advertising campaign ‘Excellence. Simply Delivered’ on 28 April in 21 countries and in 16 languages. The global campaign is targeted at the decision-makers in business world.
The media mix for the campaign includes TV and print as well as product campaigns in both print and digital format. Flyers, mailshots, banners and tactical local advertising will also supplement the campaign.
Take a look at the print ads here:
Talking about the campaign, Christof Ehrhart, Director of Corporate Communications at Deutsche Post DHL, said: “This comprehensive approach guarantees a uniform brand presence and at the same time creates synergies between the individual marketing activities on a global scale. We also made sure that global advertising resources could be utilized effectively at local level.”
The new concept has a three-tier approach: The highest level communicates DHL as a leader in the logistics industry. The next level is to communicate the brand strengths and solutions of the individual DHL business units with focus on the key industry sectors Life Science, Energy and High-tech. The third level is the product campaigns.
"The multi-tiered integrated campaign really draws out what is at the core of the DHL brand, it centers on what we do," said Wolfgang Giehl, head of corporate brand marketing at Deutsche Post DHL. "It was equally important to have an agency set-up in place which guarantees a 24/7 online support for our global and local activities. This will significantly increase our efficiency and the impact of the campaign."
DHL has created a new agency set-up to integrate analog and digital media. 180 Amsterdam and its digital arm Riot are the strategic and creative partner for the new concept following a global pitch process. Global digital agency Proximity will take care of the campaign’s worldwide adaptation. It will provide the global network necessary to implement the campaign and introduce a new web-to-print platform: DHL AdIntegrator. The Group’s subsidiary Williams Lea is part of the global agency network responsible for print and mailing services.