#dhl is faster

[redretina]

Co-destruction - Use of competitor's brand to reinforce own brand

Very bold at least was the "prank" that DHL used to put Fedex (and other competitors) on spot, turning Fedex packages into DHL's slogan "DHL is faster". 

https://www.youtube.com/watch?v=UeSaMNz9YWY

In reality DHL's commercial was an advertising competition, technically non supported by DHL. Free of liabilities, DHL could enjoy a rising popularity for the brand, almost 6 mi viewers on Youtube and ovation on social media and TV. 

[antidoteldn]

Tricksy little prank for DHL (we're guessing not an official one...?)

[weeklycatch]

DHL plays dirty with the competition.

[enjegoodnezz]

DHL Trojan Mailing - Clever Ad Campaign Gets Competition to Advertise "DHL is Faster"

DHL Trojan Mailing – Clever Ad Campaign Gets Competition to Advertise “DHL is Faster”

This clever “Trojan Mailing” Ad campaign  takes a page straight from ancient Greek war books (remember the Trojan horse?).  DHL posted huge packages through its competitors, they were wrapped in temperature sensitive coating that appears black when cooled below freezing, so it was an ordinary huge black box when they pick it up.

But once it was warmed up, when pulled for delivery, it turned into…

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[eychachito]

DHL creó enormes paquetes con un cartel bien a la vista en el exterior, "DHL es más rápido". El truco estaba en que la tinta que utilizaron se activaba con la temperatura. Antes de enviarlos, congelaron los paquetes a -4º centígrados, lo que los convertía en enormes cajas negras. Competidores como UPS o TNT los recogían, los metían en sus camiones para entrega y cuando los sacaban, sorpresa, el cartel ya estaba visible. Todo un "paquete troyano" en el camión. Si a eso se añade que las cajas eran muy pesadas y las direcciones de entrega difíciles de encontrar, el resultado son repartidores de la competencia arrastrando lenta y penosamente por las calles paquetes con un "DHL es más rápido". Y todo el mundo, offline y online, contemplando el espectáculo. No está mal.

[henryriggall]

Trojan Mailing: Genius guerrilla marketing from DHL

Trojan Mailing: Genius guerrilla marketing from DHL

Here’s a great piece of guerrilla marketing from DHL, who used rival shipping companies like UPS to advertise on their behalf.

[youtube=http://www.youtube.com/watch?v=vHVWegNfQl0&w=640&h=390]

The stunt is wonderfully innovative. DHL hired rivals like UPS and TNT to deliver large black packages to hard to find locations around the world. However little did these shipping companies know that the…

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[simonry]

DHL played a prank on it's competitors with temperature sensitive paint. Pretty funny..