Superstar

The DHL Trojan Mailing Campaign Cleverly Dupes Competitors

By: Meghan Young - Published: • References: dhl & theverge
Taking a page from ancient Greek war books, the DHL Trojan Mailing campaign duped competitors into advertising for a rival delivery service. A tad more sophisticated and subtle than a large wooden horse stuffed with ruthless soldiers, the publicity stunt involved a cumbersome package wrapped in thermoactive foil that cleverly disguised the company's colors and stick-it-to-em statement, 'DHL is faster,' until it was too late to turn back.

The DHL Trojan Mailing campaign packages were delivered by companies like UPS and TNT. It demonstrates how slow and awkward these companies are compared to DHL, which boasts more locations, more vehicles and more employees than its competitors. It doesn't hurt that it has a team that is creative and forward-thinking as well, with a good sense of humor to boot. Stats for Misleading Delivery Publicity Stunts Trending: This Year & Buzzing
Traction: 1,347 clicks in 39 w
Interest: > 3 minutes
Concept: DHL Trojan Mailing
Related: 72 examples / 55 photos
Segment: Neutral, 18-55+
Comparison Set: 26 similar articles, including: heated bus shelters, supersized submarine stunts, and halloween mask publicity stunts.