Media > Use of Media

TROJAN MAILING

JUNG von MATT, Stuttgart / DHL / 2014

Awards:

Silver Cannes Lions
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Case Film
Presentation Image
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Overview

Credits

Overview

Effectiveness

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 10 top 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.

Execution

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.

Strategy

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?

A normal advertising campaign is expensive. We wanted to reach many people without paying for media space.

The idea:

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

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.

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