We addressed people at the very moment when they wanted to send something to somebody else online. We not only made DHL the sponsor of the “send-to-a-friend” functionality on Germany’s second biggest online portal web.de (13 million unique visitors per month). We also turned this new functionality into a real human experience by using a really creative technical innovation. And since web.de hadn’t offered this functionality before, DHL added real value to the user experience and created brand sympathy for web.de.

The campaign is a big success: DHL creates high awareness nearly without any spread loss. Web.de benefits from the increased inclination to send web.de links to a friend using the new outstandingly creative tool. The media partner United Internet Media benefits from an extremely innovative media placement.