DHL launches new global brand campaign
Employees become focus of advertising effortBonn, 03/23/2006, 10:30 AM CET
DHL, the express and logistics expert at Deutsche Post World Net, will launch a new global brand campaign on March 27. The focus of the advertising effort is the employees of DHL, the very people who have the logistics Know-How and the "Can-Do" attitude that make worldwide customers from every sector successful. The campaign highlights these two qualities as Claim "The Do-How People" in powerful TV spots, in print images for advertisements, posters and airport displays, and in a variety of online and below-the-line presentations.
In 2003, Deutsche Post World Net integrated its international logistics services into the DHL brand and successfully positioned it both internally and externally with an initial global advertising campaign. The new campaign is designed to further sharpen the brand's profile. The images and testimonials created with the assistance of the New York advertising agency Ogilvy & Mather will be used to give private and business customers a closer look at the personal dedication of DHL employees.
The images show people, from carriers to top executives, who meet special challenges on their customers' behalf. The campaign will open with advertisements showing Dirk Ravensteiner, who managed the logistics for 50 tons of air freight used in the production of the Hollywood blockbuster "Mission Impossible III" around the clock and around the world. Another advertisement features DHL carrier Evgeniy Darovskikh, who braves the harshest weather conditions in the wilds of Siberia to deliver packages and is willing to go "to the end of the earth" for his customers. Or the product manager Angela Salvo, who coordinates the supply and logistics service for the worldwide shipment of the young Beaujolais every year.
"The heroes of our advertising campaign are the DHL employees. They go the extra mile for their customers," says Wolfgang Giehl, Director Corporate Advertising and Branding at Deutsche Post World Net. "This goal bands together all employees around the world - and all of the cultures from which they come."