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DHL, United Internet Media and OGILVY send out complete web pages

  • Innovative DHL ”Send-to-a-Friend” campaign wins 2008 OnlineStar & Eurobest Award.

    Facts & Figures

    Client
    DHL
    Creative Agency
    Ogilvy Interactive, Frankfurt
    Length of campaign
    April - June 2008
    Target group
    Online-affine users who likes to communicate with their environment

    With this innovative campaign idea, Internet users have a likable experience of how simple shipping becomes when the people at DHL take care of it.

    Wolfgang Giehl, Vice President Corporate Advertising and Branding Deutsche Post Worldnet

  • Description

    Sending packages is quite simple - especially on the Internet. This was demonstrated by the creative implementation of the DHL campaign "Send-to-a-Friend," which received the 2008 German Multimedia Award in the category of Marketing Measures - Display Ads! 

  • Objectives

    • Information in the form of creative implementation on the Internet:
    • "At DHL, everyone can purchase postage for packages and schedule a pick-up online."
    • Communication of additional DHL advantages to the user in a likeable fashion:
      "It's easy to send packages with DHL employees."
    • Eye-catching advertising of DHL online services with viral effects.
    • High-quality experience of online advertising is guaranteed!

  • Implementation

    Yellow-and-Red Surprise on the Internet
    Within the scope of a branding campaign for DHL, visitors to the United Internet portal GMX can utilise an innovative variation of the established "Send-to-a-Friend" forwarding function. The GMX website to be forwarded is folded live and in real-time, packed into a DHL package and picked up by a virtual DHL employee. The package is delivered to the recipient and once again opens up, once again revealing the website that was sent.

    Viral Marketing at Its Best
    The campaign idea and its implementation also convinced the jury of the German Multimedia Award. The technical implementation of forwarding a live screenshot and the assignment of the "Send-to-a-Friend" function as an advertising placement are both innovations. This advertising medium resulted from a forward-looking cooperation between advertisers, the platform and media partners.

  • Conclusion

    The DHL online campaign on the United Internet portal GMX constitutes a true added value for the user, as well as an unconventional and innovative media production. The new product is communicated in a simple and striking fashion.

    This is an intelligent combination of the application with online advertising, which encourages people to forward to friends.
    Send-to-a-Friend!


    Contact
    Creative Campaigns & Crossmedia is the consulting and services unit of United Internet Media. It covers the topics of cross-medial conception and the creative implementation of both classic and dialogue-oriented campaigns, as well as innovative forms of advertising.

     

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