DHL: Trojan Mailing

This case study, for logistics company DHL in Germany, used a "Trojan style" strategy and a packaging innovation to drive attention to the brand on social media.

In the age of online shopping, logistics companies are in greater demand than ever before. But they have to compete in a global environment – not just from an economic point of view, but also in a communicative context.

The good news: DHL has more company locations, more vehicles and more staff than anyone else. And this is why: DHL is faster. But how can we spread our message in a huge, competitive global market, when all we have is this small budget?

The Idea: We let our competitors in Germany work for us via an advertisement "Trojan style". The...

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