Although the largest shipping company globally, DHL was a challenger brand in the U.S. and tried to enter into the American market in a big away with its "Customer Service is Back in Shipping" mantra. This campaign featured TV, Print, OOH and other contextual placements.
Print executions emphasized DHL's strongest asset - delivering packages to places that need an extra level of expertise. After all, if you can face bullets, juntas and vicious wild animals, delivering packages in the U.S. should be easy.
TV spots showed how DHL goes the extra mile. 
OOH emphasized customer service.

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