The DHL Trojan Mailing Campaign Cleverly Dupes Competitors
Meghan Young — February 21, 2014 — Marketing
Taking a page from ancient Greek war books, the DHL Trojan Mailing campaign duped competitors into advertising for a rival delivery service. A tad more sophisticated and subtle than a large wooden horse stuffed with ruthless soldiers, the publicity stunt involved a cumbersome package wrapped in thermoactive foil that cleverly disguised the company's colors and stick-it-to-em statement, 'DHL is faster,' until it was too late to turn back.
The DHL Trojan Mailing campaign packages were delivered by companies like UPS and TNT. It demonstrates how slow and awkward these companies are compared to DHL, which boasts more locations, more vehicles and more employees than its competitors. It doesn't hurt that it has a team that is creative and forward-thinking as well, with a good sense of humor to boot.
The DHL Trojan Mailing campaign packages were delivered by companies like UPS and TNT. It demonstrates how slow and awkward these companies are compared to DHL, which boasts more locations, more vehicles and more employees than its competitors. It doesn't hurt that it has a team that is creative and forward-thinking as well, with a good sense of humor to boot.
Trend Themes
1. Guerrilla Marketing Campaigns - Opportunity for businesses to engage in unconventional marketing tactics to gain attention and disrupt competitors' advertising efforts.
2. Disguised Branding - Innovative strategies for companies to cleverly incorporate their branding into unexpected packaging or products, creating surprise and intrigue among consumers.
3. Competitor Satire - Potential for businesses to use humor and wit to cleverly mock and highlight the weaknesses or shortcomings of competitor brands, attracting attention and positioning themselves as superior alternatives.
Industry Implications
1. Logistics and Delivery Services - Disruptive innovation opportunity lies in finding unique and attention-grabbing ways to promote faster and more efficient delivery services, challenging traditional competitors.
2. Advertising and Marketing - Opportunity for industry professionals to explore unconventional advertising tactics that surprise and captivate audiences, leveraging guerrilla marketing strategies for maximum impact.
3. Creative Design and Packaging - Innovation opportunity for design and packaging companies to develop creative solutions that allow brands to incorporate hidden messages or branding elements, creating memorable and impactful experiences for consumers.
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