DHL Express named THE BEST BRAND in Russia

DHL Express was announced winner of THE BEST BRAND / EFFIE -2011 award in the“Business-to-Business” category. The company received its first EFFIE in Russia for creative

“All communications with our customers, whether they are done face-to-face or via social media,are an opportunity to demonstrate our values and show that DHL Express is a company that overcomesobstacles and works across borders,” said Adrian Marley, Managing Director, DHL Express, CIS &South East Europe. “The DHL brand was created not just through advertising but thanks to theefforts of all of our employees, so THE BEST BRAND / EFFIE award is their achievement.”

By honouring DHL with the award, the jury showed its appreciation of the “The Speed Of Yellow”campaign that was held in Russia in autumn 2011 with the support of the MEC advertising agency.With this nationwide marketing campaign, which involved asking members of the social networkVKontakte to record and upload their version of the DHL Express campaign anthem “Ain’t no MountainHigh Enough”, a total of 16 million users were attracted over the course of four weeks.

“We are very proud of the high praise this project received,” said Inna Lobanova, MEC, MediaGroup Head. “Our task – to involve the audience emotionally – was not easy. We went theunconventional way and used non-traditional media, focusing on the popular social networkVkontakte. Judging from the campaign results, we made the right choice.”