Last but not least: Bearer of good news
Mean, but clever: Jung von Matt/Neckar turned DHL's competitors into walking billboards.
The agency has achieved a masterpiece in guerrilla marketing and is causing a stir worldwide. Whether the parcel service is really faster and better than all of its competitors remains to be seen. But one thing is certain: in terms of advertising, the yellow and red giant is at least one step ahead of the competition after this campaign. Parcels were prepared with thermal foil in such a way that the prominently printed message "DHL is faster." was not visible at first. The cooled, black shipments were picked up and loaded by UPS and other logistics companies. As temperatures rose, the bulky freight took on color and lettering - forwarded by the unsuspecting curriers of the competition. Of course, the question arises as to whether the "victims" should not have noticed the huge lettering at the latest when unloading. But, as always, it's the idea that counts - and that is undoubtedly convincing. (hae)
