To plan, create & execute a world class advertisng campaign is costly. So why not get your competitors to do it for you?
This is exactly what the clever marketing team at DHL did, and in return pulled off a brilliant prank on their competitors. The prank was super simple but very effective. They hired companies like UPS and TNT to deliver a cleverly crafted boxes for them to destinations that are hard to get too – and somewhat very public.
The boxes were frozen to sub zero temperatures at the time of pickup so they concealed the messaging “DHL is faster” which faded when the temperature increases. The delivery dudes had no choice but to deliver.
The result = genius.
Well done DHL.