Firstly, we decided the best way to illustrate the benefit of having a reliable courier was to show what happens if things are delivered late and in bad condition. Secondly, we wanted to send them something that would intrigue them and their fellow workers, so we decided upon flowers (it always causes a great deal of interest when flowers get delivered to somebody at work). So we arrived at the idea of sending them wilted flowers on February 15, the day after St Valentine’s Day, with the line “Things are better when they arrive on time”.

To date, none of the at risk customers that received the communication have stopped using DHL Express. The client is very enthusiastic regarding this piece of communication and plans to extend the idea into further executions in the future.