DHL continues successful brand campaign in 2007
Dedicated DHL employees are again in the spot lightBonn, 03/16/2007, 10:30 AM CET
The campaign is based on DHL employees who demonstrate their dedication for customers. The campaign consists of print ads, a television spot, track-side advertising at Formula 1 races and online advertising. DHL logistics expert Alfredo Rossi will be the star of the first ad. Rossi is a member of the DHL team that handles the logistics for the entire Formula 1 racing series. Another ad will show Austin Cannon, who organized the shipment of the latest game console for millions of children on behalf of the Toys "R" Us toy chain. Ed Wilson, delivering express documents in Manhattan by helicopter for really urgent shipments, will also appear in the campaign.
Studies analyzing why customers select a particular service provider show that, in addition to potential experience and customer references, employee skills play a central role in more than 34 percent of the cases (Source: Study course Marketing Services at BA Mannheim in cooperation with Monteverdi, Study for Marketing Association, 2007). The latest DHL brand campaign applies this finding. It forcefully uses the key words that resonated through last year's campaign: "can do" and "know how" of employees as well as such central brand positioning elements as personal commitment, proactive solutions for customers and local strength worldwide. The result is a brand campaign that forms the communicative heart of the DHL brand building process.
After the campaign was launched in 2006, the creative idea of putting employees in the spotlight was well received by all target groups. "We're really happy about finding an advertising concept that is completely based on our positioning, delivers an international impact, and enjoys full internal and external acceptance," says Wolfgang Giehl, Senior Vice President of Branding and Corporate Advertising.