Cannes Lions

COURIER SERVICE INTERNAL COMMUNICATION

OGILVYONE WORLDWIDE, Toronto / DHL / 2005

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Overview

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Overview

Description

A promotion was launched that appealed to customers and employees. Let customers (past and present) know that things had changed for the better, and instil a sense of momentum and pride amongst employees in the “new” DHL.The ‘Change Your Colours’ promotion conveyed to customers and employees to take action and join the movement to discover an alternate, more service-oriented company. The campaign was designed to have a grassroots look, feel and delivery (stickers, tattoos, posters). Guerilla tactics were used, plastering pathways with reminders of the ‘yellow and red’, with information on how to “join the movement” everywhere customers and employees went. Targeted, winback messages were sent to lost customers, and cross-sell messages to existing customers.

Outcome

DHL was very pleased with the results from their first-ever sweeps programme. Enrolments surpassed objectives by an index of 397; the projected winback rate of 5% uptake to a free shipping offer was blown away with a 76% result. And 29% of the winback targets continued using DHL three months after the promotion. Cross-sell/decliner customers surpassed their stretch target with an index of 1,178 (3.6% projected vs 42.4% actual).

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