|Title||THE IMPORTED AD|
|Brand||DHL EXPRESS AUSTRALIA|
|Product / Service||DHL IMPORT EXPRESS|
|Category||A02. Best Use of Magazines/Newspapers|
|Entrant||CLEMENGER PROXIMITY Sydney, AUSTRALIA|
|Entrant Company||CLEMENGER PROXIMITY Sydney, AUSTRALIA|
|Advertising Agency||CLEMENGER PROXIMITY Sydney, AUSTRALIA|
|David Halter||Clemenger Proximity Sydney||Planner|
|Henry Welch||Clemenger Proximity Sydney||Campaign Manager|
|Cate Stuart-Robertson||Clemenger Proximity Sydney||Senior Account Director|
|Emily Perrett||Clemenger Proximity Sydney||Group Account Director|
|Tim Mcpherson||Clemenger Proximity Sydney||Head Of Craft|
|Katrina Jarratt||Clemenger Proximity Sydney||Art Director|
|Tom Russell||Clemenger Proximity Sydney||Copywriter|
|Rebecca Carrasco||Clemenger Proximity Sydney||Creative Director|
|Paul Nagy||Clemenger Proximity Sydney||Executive Creative Director|
Firstly, it was crucial to the success of the campaign that all the newspapers were delivered on time. And they were. In fact, over 60% of the papers were delivered early – within just two days. This led to an increase in response rate of 85% amongst our lucrative cross sell market, meaning we acquired customers that we know are highly profitable. An incredible 100% of the leads generated from the campaign are now regularly importing with DHL.
The creative idea and the media where intrinsically linked. Put simply, this idea could not have worked without the newspaper medium. We wanted to prove that DHL Express can import from overseas to Australia within three days. So we needed to prove exactly the date the import was sent. Only a newspaper could do that. We took out an ad on the front page of a Chinese newspaper. The ad – the only English in the entire paper – promised small business owners in Australia that we would have a copy in their hands within three days. We then put our import service to the test. Not only did the newspaper medium prove our speed and reliability, it allowed us to up the anti and make our challenge very public. By putting our credentials on the line left business owners believing DHL was a freight company they could truly trust.
The brief was to get small business owners in Australia to choose DHL Import Express when importing their goods from overseas markets. The main objectives were to drive leads through an online registration and get small business owners to start importing with DHL Express over our competitors. The target audience was small business owners in Australia. There were two segments: cross-sell customers who have previously used DHL but not for imports, and lapsed customers who have previously used DHL for imports but stopped shipping. For these small business owners, freight has become a commodity. The major players all claim similar delivery promises and offer competitive pricing structures. Many ‘say’ they can deliver, but before switching brands, small business owners needed proof as research revealed their livelihood literally depended on delivery speed and reliability. So instead of just ‘saying’ we decided to ‘do’.