DHL Message Delivery used real data to create a campaign of radio ads that made hard to send messages easier to deliver.

By going onto our website DHLmessages.com they could fill out a form and register for a delivery, just like they would for any other delivery package. This data was then stored on our website, with a chance for the message to be picked and have it delivered using different radio stations in Dubai.

DHL is a global logistics and transportation company that has built a strong reputation for its reliable delivery services.

To expand its services beyond package delivery, and raise awareness of the brand as a leader in delivery, the idea was to launch a new campaign called DHL Message Delivery.

This allowed people to send personalized hard-to-deliver messages at the time and date they wanted, just like they would with any other DHL delivery, but using the radio.

DHL Message Delivery used data to create an innovative campaign that allowed people to delivery personalized messages in a unique and original way.

By creating this campaign that allowed people to send personalized messages, users could submit a simple online form, the same way they would when sending any other delivery.

At DHLmessages.com they simply told us who the message was for, time and date of delivery, recipient's phone number and of course; the message.

The message was then stored on the website with a chance for it to be picked and delivered over the radio.

Once selected, the data allowed DHL to send an SMS to the recipient with the radio station, and exact time their message would be delivered. The result - an original radio spot and an innovative new way to deliver from DHL.

At DHLmessages.com people simply told us who the message was for, time and date of delivery, recipient's phone number and of course; the message.

The message was then stored on the website with a chance for it to be picked and delivered over the radio.

Once selected, the data allowed DHL to send an SMS to the recipient with the radio station, and exact time their message would be delivered. The result - an original radio spot and an innovative new way to deliver by DHL.

The data we gathered meant we could break free from the constraints of traditional media and target individuals at the exact time and date requested, using available radio stations in Dubai.

DHL Message Delivery involved leveraging the data given to us by the form filled on our website, and cross-referencing that with radio listenership data in Dubai to identify the best time slots for delivering the personalized messages, such as morning drive-time for instance.

The campaign demonstrated innovation and originality by expanding DHL's services beyond package delivery and offering a unique and personalized way for people to send messages, creating an emotional connection with customers.

Users were able to send personalized hard-to-deliver messages in a unique, creative and surprising way, creating an emotional connection with the brand.

Hundreds of messages were posted to the website within the first week of launch. The ones picked were delivered on air using a selection of radio stations in Dubai.

With every one personalized message delivered over the radio, thousands of people got to hear the DHL campaign message that delivery is everything.

Total radio universe in the UAE is 6,588,000. At a frequency of 1 we reached 527,000.

The campaign's success was measured based on audience reached, and interaction with the website, resulting in a shift in behavior towards using DHL Message Delivery for sending personalized messages.

The campaign enabled DHL to expand its services beyond package delivery and establish a new way to deliver messages, reinforcing the brand message that to DHL, delivery is everything.

In the UAE, direct communication of negative news or messages is often avoided or done in a very indirect way, so as not to offend or upset the recipient.

This cultural context makes the humorous Message Delivery service campaign by DHL a fun, creative, unique and innovative approach to delivering difficult messages.

By using humor and wit, the campaign provided a lighthearted and enjoyable experience for both the sender and recipient, and also radio station listeners in general.