Clever Offline Campaign
References: directdaily.blogspot
Companies want people to go online as it is cheaper and faster for them. DHL was just one of these companies and commissioned Ogilvy to create a campaign to support their online 24/7 tracking system.
Their awesome idea was a 'mobile' on-ground communication system. They simply attached a large silhouette of a computer cursor on a fleet of DHL's vans which worked the routes around Beijing's Central Business District. The result was that the number of phone calls to track the parcel dropped whilst the online tracking clicks showed a massive increase.
There are many reasons I love this campaign - and driving people online with offline activity can be a tough one. But Ogilvy seem to have totally cracked it with a simple and effective on street campaign.
Their awesome idea was a 'mobile' on-ground communication system. They simply attached a large silhouette of a computer cursor on a fleet of DHL's vans which worked the routes around Beijing's Central Business District. The result was that the number of phone calls to track the parcel dropped whilst the online tracking clicks showed a massive increase.
There are many reasons I love this campaign - and driving people online with offline activity can be a tough one. But Ogilvy seem to have totally cracked it with a simple and effective on street campaign.
Trend Themes
1. Offline-to-online Campaigns - Companies can drive online traffic with creative offline campaigns, such as DHL's cursor-laden delivery trucks.
2. Mobile Marketing - Mobile marketing strategies including using delivery trucks with eye-catching visual elements can help increase online engagement.
3. Alternative Advertising - Alternative advertising methods, like DHL's cursor campaign, can help companies reach new audiences and drive sales through engaged online traffic.
Industry Implications
1. Logistics and Shipping - Companies in the logistics and shipping industries can use creative marketing strategies to promote online tracking and engagement with their services.
2. Marketing and Advertising - Marketing and advertising agencies can offer clients alternative advertising methods such as eye-catching delivery truck campaigns to help drive online engagement.
3. E-commerce - E-commerce businesses can use similar offline-to-online campaigns to increase online sales and track interactions with their products and services.
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