Hermes has launched a new TV advert in Germany starring ex-Formula 1 pilot Mika Häkkinen tostrengthen its brand image and is also co-branding some of its vehicles with long-term customer
Bonprix.The 35-second commercial, launched on May 9 in time for the start of the European Formula 1racing season, shows Mika Häkkinen defeating his competitors in a race to the next Hermes parcelshop. The campaign is designed to highlight Hermes’ customer proximity and the accessibility of its14,000 parcel shops in Germany.
The campaign, which will continue on race days until September, combines TV and online marketingas the advert also promotes an online competition to win a driver training session with Häkkinen.Hermes has used the racing star to advertise its services for the last five years.
“We decided to combine TV and online elements directly because TV campaigns strongly influencethe online behaviour of customers due to their wide range and emotionality,” explained Frank Iden,head of marketing and sales. The campaign was created by the agency Lukas Lindemann Rosinski.
Meanwhile, Hermes is also supporting the current image campaign “bonprix – it’s me” of the mailorder fashion retailer bonprix in Germany. It has labelled 30 swapbody trailers used to transportthe retailer’s goods with the key visuals of the campaign including claims and logos.
“We are taking the bonprix message to all regions of Germany during our journeys along motorwaysand major roads, and are supporting their brand profiling,” Iden said. “Both companies profit fromthis cooperation because when our customer grows, then we benefit from the increase in shippingvolumes.”
bonprix and Hermes have successfully cooperated for the last 14 years. In 2009, bonprix doubledthe numbers of parcels being ordered online and sent to Hermes parcel shops to 7%. “This year weare going to deliver 18 million instead of the planned 16 million shipments in Germany throughHermes,” announced Dr. Kai Heck, bonprix’s director of finances and operations. The number ofreturn shipments in 2010 will increase by about one million more than originally planned.
The cooperation between both companies will be intensified in future and new offers and serviceswill be developed throughout innovative measures, Hermes said.
