After recognizing this, DHL's advertising team, 180 Amsterdam, has decided to use a different position for their brand. Their new advertising campaign focuses on shipping internationally instead of the usual emphasis on speedy domestic shipping. The main target of the new campaign is any small or mid-sized company that operates globally. DHL hopes to expand their market of customers by reaching out to this smaller sector that is typically ignored.
The new advertisements use a remake of the popular song, "Ain't No Mountain High Enough" something they found successful in past ads. There are a series of scenes showing the yellow light (symbol of DHL Express US) traveling at the speed of light all over the world: the Eifle Tower, technology lab in India, fashion show in NYC, spaceship in outer-space, etc. View the new DHL, Speed of Yellow, advertisement.
The ads have a very clear message about DHL's ability to reach around the world for a company of any size. DHL Express operates inwardly and outwardly by their slogan "Excellence. Simply Delivered."
Stamp of Approval,
The AD Judge
I'm old school and use the Pony Express...I mean, the U.S Post Office. I'm not a business owner and don't usually have express shipping needs. I think the new advertising campaign and international direction for DHL looks like a good one.
ReplyDeleteI usually use UPS and the U.S. Post Office as my carrier, but I must say I love the commercial for DHL Express. It has a great song and visuals. I also like how it highlights that DHL every type of business, no matter how big or small.
ReplyDelete