To make the customers experience the instant nature of the service for the first time, we created a simple yet immensely eye-catching insert called the ‘Express-shift’ for the readers of the leading trade magazines in India.

From the outside it looked like an ordinary bookmark, but had a handle attached that stretched to reveal the effect of a consignment passing from India to UAE in the blink of an eye. The form attached with it offered readers a 25% discount for the first consignment. It also helped the reader become an account holder with DHL.

Great interest was generated for the ‘Express-shift’ which led to favourable word-of-mouth among existing and potential customers. The innovation resulted in sold-out issues and 1,052 new orders with DHL Express in the next two months, enforcing DHL as the fastest express mail provider between India and the UAE.