DHL Express: The Imported Ad

To prove that DHL Import Express is the safest choice when you need to import things quickly from overseas markets, Clemenger BBDO, Sydney took out an ad in the Shanghai Business Daily and sent it to small business owners in Australia. The ad (the only English in the entire paper) clearly stated that DHL would have a copy in their hands within 3 days. We then put our own import service to the test. All copies were successfully delivered within three days with a staggering 60% arriving on day two. The Chinese translates as: This message will be sent to Australian import customers, we hope you'll be doing business with them soon.

Advertising Agency: Clemenger Proximity, Sydney, Australia
Executive Creative Director: Paul Nagy
Creative Director: Rebecca Carrasco
Art Director: Katrina Jarratt
Copywriter: Tom Russell
Planner: David Halter
Group Account Director: Emily Perrett
Agency Producer: Henry Welch
Designer: Tim McPherson
Senior Account Director: Cate Stuart-Robertson
Published: January 2013

5 comments

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

It's a great idea, putting your words into reality - but this all seems a bit difficult, sending a whole newspaper for the sake of one ad. Does however communicates pretty clearly, when I imagine picking up that thing from the post.

Owolawi's picture
Owolawi
1514 pencils

Daring idea... thumbs up!

disagio's picture
disagio
46 pencils

well thought out

Spanky's picture
Spanky
4899 pencils

Maybe t's just me, but this seems very boring.

gagan's picture
gagan
164 pencils

It's a good idea. It could have been far more interesting though.

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