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How DHL turned their Competitors into Advertisers | Marketing Shots

How did they manage this? Let's find out.

May 28, 2024

Hello, awesome marketers and founders.

This is Luv, and here’s your weekly Marketing Shot :)(Delivered every Tuesday)

Today, let’s look at one of the cleverest marketing campaigns of the past decade. It’s a lesson in turning the tables and making your competitors work for you, literally!

Back in 2014, DHL pulled off a marketing stunt that left its competitors red-faced and the public in awe. The campaign, known as "Trojan Mailing," involved using their rival delivery companies to advertise DHL’s services. How did they manage this? By turning their own competitors into couriers of a bold marketing message.

DHL shipped large, black packages through their competitors companies like UPS and TNT. These packages were coated in a special temperature-sensitive material that turned black when cold but revealed a bright yellow "DHL is Faster" message when it warmed up to room temperature. As the packages thawed during transit, the message became visible, making the delivery drivers unknowingly promote DHL while struggling with these large boxes in public.

What made it stand out?

Creative Subversion

DHL took a cheeky approach by turning their competitors into unwitting advertisers. This creative twist not only grabbed attention but also highlighted DHL’s competitive edge in a humorous and memorable way.

Cost-Effective

Rather than spending millions on traditional advertising, DHL used existing logistics networks to spread their message. It was a cost-effective strategy that leveraged the resources of their competitors, proving that you don’t always need a big budget to make a big impact.

High Engagement

The campaign sparked significant media coverage and social media buzz. People loved the cleverness of the stunt, and it quickly went viral, reaching audiences far beyond the initial scope of the campaign.

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That's a wrap for today! Stay tuned for more insights in the next MarketingShot. See you next Tuesday :)

Thanks,Luv