Cannes Lions

DHL WORLDWIDE EXPRESS

OGILVYONE WORLDWIDE, Kuala Lumpur / DHL / 2005

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Riding on the Chinese New Year period and the promise of knowing Asia extremely well, DHL sent out a Biao Ju – an ancient Chinese courier service bundle. When unwrapped, this bundle revealed the promotion mechanics and prizes, plus a "Year of the Rooster" horoscope scroll specially created for involvement, retention and recall of the promotion.

Outcome

In the three month promotion period, 2,057 Biao Ju parcels were sent. Response rate was 11.7% with 1,060 redemptions. Average redemption per customer was 4.4 times. The comeback of the Biao Ju – and DHL on the greater China route – has begun!

Similar Campaigns

12 items

Interstellar Rescue

OGILVY, London

Interstellar Rescue

2018, VODAFONE

(opens in a new tab)