DHL's newest campaign, the DHL Friend Express, is a humorous approach by the postal delivery company to connect to its younger consumer base.
Taking place in Singapore, the campaign capitalized on younger people's tendencies toward tardiness. In a way to send a message regarding the company's punctuality, the campaign allowed perpetually frustrated friends to have their habitually late friends literally delivered to them at an assigned time. The campaign features an accompanying video to explain the service, and goes through additional features offered to customers by DHL. Featuring a personalized story about a cute young couple, the clip brings some personality to the creative ad. Heavily linked to social media platforms, including Facebook and its own app, the campaign is current and elaborate.
With a definite likable factor, the Friend Express creates an impressively strong connection to what is likely an overlooked market.
Stats for Punishing Punctuality Campaigns
Trending: Older & Mild
Research: 874 clicks in 209 w
Interest: 0.9 minutes
Concept: Friend Express
Related: 107 examples / 82 photos
Segment: Neutral, 12-55
Comparison Set: 39 similar articles, including: charitable bicycle campaigns, inside-out body campaigns, and disabled driver ads.
Punishing Punctuality Campaigns
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