In the beginning, there was an advertising campaign centered on committed DHL people with the motion trail as key visual. We turned this campaign into a promotional activity yet unseen and unexperienced: it should drive people who were already online to visit the DHL online post office at www.efiliale.de. We chose to make DHL the “send-to-a-friend” sponsor of Germany’s second biggest online portal web.de. This portal didn’t offer this function at this time but was open to implement it and let it be used in an extremely innovative way in terms of technology and creativity.

Consumers benefit from an additional “send-to-a-friend” service making them aware of DHL’s capabilities. Our client DHL not only boosts awareness in the online group but also benefits from the extremely high viral impact of this medium. And the surprising effect created by the innovative tool lets the viral process go on and on from one addressee to the next. Each member of the partnership (DHL, web.de, United Internet Media) already regards it a big success. Since the campaign has just started, exact numbers are not yet available.