The idea was to produce a personalised mailing that bought to life each offer, but also used the three red stripes of the DHL branding. So, for the CFOs, the offer ‘to sharpen the bottom line’ was reflected with three pencils. For the bookers, the chance to win a holiday in Fiji with two friends was reflected with the three straws.

The results proved to be spectacular. First up, our strategy and creative won the DHL business in a pitch. The when we made this pitch-winning work, things got even better: The average response rate across Australia and New Zealand was over 14% and exceeded the client’s expectations by over 80%. More importantly, DHL shipping across the total mailed base increased 38.8%, exceeding the client’s expectations by over 90%. Better still, the work resulted in an incremental revenue increase of 374,000 euros. DHL now use this as a Direct Marketing case study across the Asia Pacific region.