DHL has more company locations, more vehicels and more staff. This is why DHL is faster than everyone else.

How can one get this message across most convincingly?

We don’t get this message across – the competition does.

The trick: parcels with thermoactive foil. The slogan appeared when the temperature rose: DHL is faster. Cameras recorded how couriers ran back and forth in busy shopping streets, looking for addresses that were hard to find.

The couriers of UPS, TNT and DPD did advertising for DHL – voluntarily and unknowingly. The competition carried our parcel as well as our message. Pedestrians in the street were amused, and DHL had a film that went viral.

The competition carried our parcel as well as our message. This message not only amused pedestrians in the street but also spread all over the world. With over 4 million views within the first days the video was among the top 10 most popular Youtube videos and become number one topic on twitter. Then blogs, the press and TV stations all over the world joined in.

In the end, with an overall production cost of only 5.350 € everyone remembered one thing: DHL IS FASTER.

In many countries DHL has more locations, more vehicles and more employees than the competition – that’s why DHL is faster. To communicate this in a world wide classic advertising campaign is expensive. So we decided to make something simple: to let the competitors advertise for DHL.

People all over the world liked this prank and shared it with their friends. That’s why the originality and creativity of the DHL was talk of the town and at the same time DHL strengthens it’s the brand position as fastest logistic service.