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.
Punishing Punctuality Campaigns
The DHL Friend Express Service Terminates Tardiness
Trend Themes
1. Humorous Delivery Campaigns - Opportunity for companies to connect with consumers through humorous and creative delivery campaigns.
2. Capitalizing on Tardiness - Opportunity for businesses to leverage the tardiness of younger people to promote punctuality and timeliness.
3. Social Media Integration in Advertising - Growing trend of incorporating social media platforms and apps in advertising campaigns to engage younger consumers.
Industry Implications
1. Postal and Delivery Services - Disruptive innovation opportunity for postal and delivery companies to create personalized and humorous campaigns that resonate with their target audience.
2. Advertising and Marketing - Opportunity for advertising and marketing agencies to develop creative campaigns that capitalize on consumer behaviors, such as tardiness, to deliver impactful messages.
3. Social Media Platforms - Growing demand for social media platforms to integrate advertising features and engage with brands to reach younger consumers effectively.