17/07/2006
17.July 2006
Mexico City, July 17, 2006 - DHL, global market leader in international express and logistics, presented details about its new brand campaign for Mexico. It is an extension of the world-wide campaign that has been run at the headquarters in Germany, Deutsche Post World Net.
“The art of getting things done”, is the concept that the global campaign applies. It is based upon the idea of DHL ´s capacity to achieve its objective; nevertheless, DHL will continue using in Mexico the awarded slogan of the 2005 campaign: “Nothing Stops Us”.
The approach of this advertising effort, both at a global and at a national level, will be based on the family that work inside DHL. That is to say, its people. As it is thanks to their knowledge (Know-How), and their attitude (Can-Do) that they contribute to the sucess of their clients -of all sectors- in Mexico and the world.
The campaign explains the resources that DHL has in order to fulfill with the services it offers, not only in infrastructure terms, but also enhancing its staff´s human value.
“The heroes of our advertising campaign are the DHL employees. They go the extra mile for their customers, says Wolfgang Giehl, Director Corporate Advertising and Branding at Deutsche Post World Net. ”This goal bands together all employees around the world-and all of the cultures from which they come”.
There are two strategies in global campaign that will also get performed in Mexico: the “End of the World” one, that informs about the delivery capacity of the company at a world-wide level despite the distances or routes; or the so called “Call Center”, that emphasizes both the delivery and the excellent Customer Service Area response of DHL.
DHL Mexico created another couple of strategies at a local level that also recognize the human capacity of the company: one of them is “Butterflies” (in printed version and radio spot), in which a courier appears delivering pupas (butterflies in the heat of metamorphosis) coming from Costa Rica or El Salvador, to Mexico City.
The other strategy is called “Desert” (also available in printed version and radio spot), that shows the company´s capacity of facing adverse climatic and geographic conditions, such the ones at the Sonora Desert.
Luis Magallanes, Marketing Director of DHL Mexico, said: “Last year we did not only obtain a very good reaction from the audience, but also from the critic, as it was the case of the awards obtained by the campaign “Nothing Stops Us” in El Ojo de Iberoamérica Awards; the Buenos Aires Latin American Festival of Publicity, in Argentina; the San Sebastian Festival, in Spain; and the International Cannes Festival.
The material for the local campaign includes: 30” tv spots (“Nothing Stops Us”); 30” radio spots (“Butterflies”, “Desert”, and some generic versions).
In 2003, Deutsche Post World Net integrated its international logistics services to the DHL trademark. It resulted in a successful internal and external position with a world-wide advertising campaign. The new campaign is designed to describe the profile of the trademark in a more detailed way. The images and testimonies were created and developed altogether with the advertising agency Ogilvy & Mather. “It is important to mention that the staff appearing in the campaign is the same that works and performs such functions in DHL. They are real cases of missions that we fulfill daily” emphasized Magallanes.
This global and local campaign gives continuity not only to the one that started back in 2005, “Nothing Stops Us” (which came together with the multiawarded cineminuto); but it is also the following stage of the Mission Impossible III campaign, cinematographic project sponsored by DHL in which the company also gave support in the logistics operations of the film by moving 50 tons of air cargo, necessary for its accomplishment.
DHL launches new brand campaign. Employees become focus of advertising effort.
- Ogilvy & Mather was in charge of the creative work and development of the campaign at a local and global level.
- In 2005, the “Nothing stops us” campaign received endless recognitions such the ones at the International Cannes Festival, El Ojo de Iberoamerica, San Sebastian Festival, among others.
Mexico City, July 17, 2006 - DHL, global market leader in international express and logistics, presented details about its new brand campaign for Mexico. It is an extension of the world-wide campaign that has been run at the headquarters in Germany, Deutsche Post World Net.
“The art of getting things done”, is the concept that the global campaign applies. It is based upon the idea of DHL ´s capacity to achieve its objective; nevertheless, DHL will continue using in Mexico the awarded slogan of the 2005 campaign: “Nothing Stops Us”.
The approach of this advertising effort, both at a global and at a national level, will be based on the family that work inside DHL. That is to say, its people. As it is thanks to their knowledge (Know-How), and their attitude (Can-Do) that they contribute to the sucess of their clients -of all sectors- in Mexico and the world.
The campaign explains the resources that DHL has in order to fulfill with the services it offers, not only in infrastructure terms, but also enhancing its staff´s human value.
“The heroes of our advertising campaign are the DHL employees. They go the extra mile for their customers, says Wolfgang Giehl, Director Corporate Advertising and Branding at Deutsche Post World Net. ”This goal bands together all employees around the world-and all of the cultures from which they come”.
There are two strategies in global campaign that will also get performed in Mexico: the “End of the World” one, that informs about the delivery capacity of the company at a world-wide level despite the distances or routes; or the so called “Call Center”, that emphasizes both the delivery and the excellent Customer Service Area response of DHL.
DHL Mexico created another couple of strategies at a local level that also recognize the human capacity of the company: one of them is “Butterflies” (in printed version and radio spot), in which a courier appears delivering pupas (butterflies in the heat of metamorphosis) coming from Costa Rica or El Salvador, to Mexico City.
The other strategy is called “Desert” (also available in printed version and radio spot), that shows the company´s capacity of facing adverse climatic and geographic conditions, such the ones at the Sonora Desert.
Luis Magallanes, Marketing Director of DHL Mexico, said: “Last year we did not only obtain a very good reaction from the audience, but also from the critic, as it was the case of the awards obtained by the campaign “Nothing Stops Us” in El Ojo de Iberoamérica Awards; the Buenos Aires Latin American Festival of Publicity, in Argentina; the San Sebastian Festival, in Spain; and the International Cannes Festival.
The material for the local campaign includes: 30” tv spots (“Nothing Stops Us”); 30” radio spots (“Butterflies”, “Desert”, and some generic versions).
In 2003, Deutsche Post World Net integrated its international logistics services to the DHL trademark. It resulted in a successful internal and external position with a world-wide advertising campaign. The new campaign is designed to describe the profile of the trademark in a more detailed way. The images and testimonies were created and developed altogether with the advertising agency Ogilvy & Mather. “It is important to mention that the staff appearing in the campaign is the same that works and performs such functions in DHL. They are real cases of missions that we fulfill daily” emphasized Magallanes.
This global and local campaign gives continuity not only to the one that started back in 2005, “Nothing Stops Us” (which came together with the multiawarded cineminuto); but it is also the following stage of the Mission Impossible III campaign, cinematographic project sponsored by DHL in which the company also gave support in the logistics operations of the film by moving 50 tons of air cargo, necessary for its accomplishment.
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