Clever Offline Campaign

By: Cowbag - Published: Aug 2, 2008 • References: directdaily.blogspot
Companies want people to go online as it is cheaper and faster for them. DHL was just one of these companies and commissioned Ogilvy to create a campaign to support their online 24/7 tracking system.

Their awesome idea was a 'mobile' on-ground communication system. They simply attached a large silhouette of a computer cursor on a fleet of DHL's vans which worked the routes around Beijing's Central Business District. The result was that the number of phone calls to track the parcel dropped whilst the online tracking clicks showed a massive increase.

There are many reasons I love this campaign - and driving people online with offline activity can be a tough one. But Ogilvy seem to have totally cracked it with a simple and effective on street campaign. Stats for Delivery Trucks With Giant Cursors Trending: Older & Mild
Research: 3,752 clicks in 404 w
Interest: 4 minutes
Concept: Delivery Trucks With Giant Cursors
Related: 52 examples / 40 photos
Segment: Males, 12-55
Comparison Set: 19 similar articles, including: 3d crosswalk illusions, cozy suspended nets, and ethereal gold leaf makeup.