DHL employees will again play the lead roles in the express and logistics provider’s globaladvertising campaign for 2007. This year’s campaign focuses on “The Dedicated People” and the
Formula 1 partnership.DHL said that after the successful brand campaign in 2006 with its highlight “Mission:Impossible III”, the campaign is based on DHL employees who demonstrate their dedication forcustomers. The campaign consists of print ads, a television spot, track-side advertising at Formula1 races and online advertising. The spending figure for the campaign was not disclosed.
The first ad will star DHL logistics expert Alfredo Rossi, a member of the DHL team thathandles the logistics for the entire Formula 1 racing series. Another ad will show Austin Cannon,who organized the shipment of the latest game console for millions of children on behalf of theToys “R” Us toy chain. Ed Wilson, delivering express documents in Manhattan by helicopter forreally urgent shipments, will also appear in the campaign.
After the campaign was launched in 2006, the creative idea of putting employees in thespotlight was well received by all target groups. “We’re really happy about finding an advertisingconcept that is completely based on our positioning, delivers an international impact, and enjoysfull internal and external acceptance,” said Wolfgang Giehl, Senior Vice President of Branding andCorporate Advertising.
Studies analysing why customers select a particular service provider show that, in additionto potential experience and customer references, employee skills play a central role in more than34% of the cases.
DHL said that the latest brand campaign applies this finding. It forcefully uses the keywords that resonated through last year’s campaign: “can do” and “know how” of employees as well assuch central brand positioning elements as personal commitment, proactive solutions for customersand local strength worldwide. The result is a brand campaign that forms the communicative heart ofthe DHL brand building process.
