DHL | Excellence. Simply delivered. | Global

Driven by DHL’s goal of ‘becoming the logistics company for the world’, the global drive includes TV ads for international broadcast, advertisements in leading media in both Germany and around the world, as well as product campaigns in both print and digital format. Flyers, mailshots, banners and tactical local advertising will also supplement the campaign.
 
The new advertisements will launch in key media including the BBC, CNN, Fortune, The Economist and Time across Asia-Pacific, Eastern Europe, Middle East and Africa, including China, Hong Kong, India, Saudi Arabia, Turkey, Russia and the United Arab Emirates.
 
As part of its corporate strategy, Deutsche Post DHL had already announced its plans to align its logistics business to the customer promise of ‘simplifying services’ and ‘sustainable solutions’.
 
The new integrated marketing campaign has now followed, covering for the first time, all DHL business units and their products as well as its claim ‘Excellence. Simply delivered’ to reinforce the company’s customer promise.
 
The new concept has a three-tier approach. The highest level communicates DHL as a leader in the logistics industry. Cross-divisional brand values are also pushed at this level.
 
The next level is devoted to communicating the brand strengths and solutions of the individual DHL business units with focus on the key industry sectors. The format tells stories with DHL employees talking about their workday before a background of dynamic visuals.
 
Product campaigns wrap up the three-tier approach, with the aim of addressing various target groups and supporting the direct sales process.
 
DHL has also established an entirely new agency set-up to integrate analog and digital media. 180 Amsterdam and its digital arm Riot were chosen as the strategic and creative partner for the new concept following a global pitch process.
 
Proximity will take care of the campaign’s worldwide adaptation. It will provide the global network necessary to implement the campaign and introduce a new web-to-print platform - DHL AdIntegrator.
 
In the future, all designs and advertising media from both the divisional and product communication levels can be translated online and localised according to regional and country requirements.
 
The group’s subsidiary, Williams Lea, is part of the global agency network responsible for print and mailing services.

The previous mass global campaign by DHL was around sustainability and launched towards the end of last year.




Credits:
Project Excellence. Simply delivered.
Client Deutsche Post DHL
Creative agency 180 Amsterdam
Executive creative directors Alan Moseley, Matthew Atkatz
Creative director Sean Thompson
Art director Kurt Parker
Copywriter Ben Kay
Project manager Dana Bauer, Michelle Hopkins
Data visualizer renewable energy Marius Watz
Data visualizer personal commitment David McCandless
Photographer Peter Beavis
Head of print Maria Perez
Print producer Maren Hermans
Business director Geoff Coyle
Account director Anna Söderstrom
Planner Katie Dreke
Business affairs Kindra Schoemaker
Media agency MEC
Media planners Marco De Vivo, David Sauer
Exposure Television, print