From the outside various players in the same B2B industry look very similar. The logistic products and services from the likes of TNT, UPS and PostNL for instance. DHL decided it was time for a different approach.
Buying attention via tv-commercials or search engine advertising is getting less and less effective: advertising not only becomes more expensive to make and air yet also increasingly becomes ignored. DHL therefore developed this brilliant campaign, in which a ‘Trojan horse’ was deployed to get their message ‘DHL is faster’ spread not just physically yet also virally. Outsmarting the competion in a big way. The stats prove DHL made a smart move: the YouTube video was only published last week and already delivered 4.3 million views and 16,000 likes as of today. No advertising can beat that.
See for yourself…
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