DHL tomorrow begins a global campaign tagged, "Excellence. Simply delivered."
An international campaign was created by 180 and its digital arm Riot, both in Amsterdam, the Netherlands. Global digital agency Proximity is in charge of the campaign's worldwide adaptation.
Work supports DHL's new corporate strategy to simplify services in its logistics business and deliver sustainable solutions.
The multi-channel concept will include ads in leading media around the world, as well as product campaigns in both print and digital formats. Creative will launch in 21 countries, in 16 languages and with more than 1,500 ads in over 250 venues worldwide. Flyers, mailers, banners and tactical local advertising will also support the campaign.
"This comprehensive approach guarantees a uniform brand presence and at the same time creates synergies between the individual marketing activities on a global scale. We also made sure that global advertising resources could be utilized effectively at the local level," said Christof Ehrhart, executive vice president, corporate communications, Deutsche Post DHL.
Driven by the company's goal of "becoming the logistic company for the world," the campaign targets decision makers in the business world.
Global spending was not immediately available. DHL spent $30-40 million on U.S. ads just a few years ago, but that fell to $10 million in '08 -- and the client was basically dormant ad-wise last year, per Nielsen.
Marketing Magazine Asia