Advertiser: DHL
Agency: GREY WORLDWIDE INDIA
Category: Business Products & Services
Advertising campaign: THE FOOT BOWL
National Creative Director: Amit Akali (Grey Worldwide)
Copywriter: Rohit Malkani (Grey Worldwide)
Senior Account Executive: Karishma Yadav (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Art Director: Bhavesh Kosambia (Grey Worldwide)
Creative Director: Bhavesh Kosambia (Grey Worldwide)
Associate Account Director: Mudassir Ansari (Grey Worldwide)
Senior Vice President - Client Services: Kaizad Pardiwalla (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Vice President/Director - Client Services: Vineet Singh (Grey Worldwide)
Execution
The Foot Bowl combined DHL's expertise and their association with football (official Logistics partner of Manchester United) in an interesting direct mailer that enabled people to experience DHL's capabilities for themselves. The surprise and delight of finding an intact glass bowl in the centre of the ball they had just kicked around, was enough to convince them about who to call the next time they had fragile goods to be sent.
Outcome
In just two weeks after the event, the DHL call center experienced a 27% increase in calls regarding fragile goods with over 1200 calls coming in.
Implementation
Taking a direct approach to engage prospective clients, we created a 'special' football made entirely of DHL packing material. We then plastered a letter to the ball itself, packed it in a DHL box, and delivered it to senior managers across corporate India. On opening the box, they read a letter that encouraged them to take a break, kick the ball around the office, then cut it open later for a surprise. When they eventually did, they discovered an intact glass bowl at the centre with a message; 'WANT FRAGILE GOODS DELIVERED SAFELY? LEAVE IT TO US. CALL 18002001345'.
Client Brief Or Objective
DHL is the global market leader in logistics, but in India they wanted a larger slice of the pie. We hit upon a unique and direct way of convincing prospective customers that DHL should be their first choice.