DHL Express (Singapore): Getting Personal
OgilvyOne Worldwide, Malaysia
ENTRY INFORMATION
Category: Business and Consumer ServicesCountry where program ran: MalaysiaDate program started/ended: 1st March - 30th September 2008
Product Description: A DHL loyalty campaign designed to maximise high value customers' share of wallet (SOW).
Advertiser/Client Name: DHL Express (Singapore) Pte LtdMedia Channels: Direct Mail Other
STRATEGY
Marketplace Challenge:
WAVES OF CHANGE Although DHL was the number one express logistics company in the Malaysian market (44% in 2007)*, other players such as FedEx (23% in 2006 vs 25% in 2007)...