DHL
is aiming to enshrine its deeper brand values in a region-wide campaign
to launch this quarter, in a significant “what we are not what we do”
style above-the-line exercise. The
new campaign tagged “All the Way” wants to alert its customers that as
an express delivery company and logistics outfit it is both efficient
but cares for its clients as well. While
a price for the campaign was not available it will be rolled out
regionally and includes not only creative spots but
customer
testimonials. The campaign also tips its hat to the rising trend of
using real workers in to promote authenticity.
“A major inspiration for the brand campaign were the DHL
employees themselves whose inherent true life accounts to go all the way for their
customers
served as the foundation upon which the campaign was based on,” says
Dan McHugh, senior VP – commercial, DHL Express Asia Pacific.
The campaign was created by O&M and includes print, TVCs, outdoor and a dedicated website.
DHL
is aiming to enshrine its deeper brand values in a region-wide campaign
to launch this quarter, in a significant “what we are not what we do”
style above-the-line exercise. The
new campaign tagged “All the Way” wants to alert its customers that as
an express delivery company and logistics outfit it is both efficient
but cares for its clients as well. While
a price for the campaign was not available it will be rolled out
regionally and includes not only creative spots but
