DHL, the global logistics and transportation company, has expanded its services beyond package delivery with the launch of a new campaign called DHL Message Delivery, created by Horizon FCB Dubai.
The Message Delivery campaign invited people in Dubai to take messages they don’t want to communicate in person, and deliver them at the exact time and date they wanted using the radio.
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To ensure the recipient got to hear their delivery, they received a personalised SMS notification with the time, date and radio station, just like they would get an SMS notification with any other DHL package.
Through this DHL aimed to make hard-to-deliver messages, easier.
Horizon FCB Dubai Associate Creative Director Colin Smith said; “The choice of radio as the preferred medium for our message deliveries meant we could craft scripts, produce spots, and get them on air in a very short turnaround time. Radio also allowed us to target individuals at the exact time and date requested whilst simultaneously reaching a mass audience.”
Managing Director of Horizon FCB Dubai Reham Mufleh added; “We love clients that allow us to create & invest with them. DHL Message Delivery campaign is a smart and creative way to emphasize the positioning of DHL as the reliable delivery leader. The smart use of data & technology together with the use of Radio as the hero medium, is an innovative way to deliver direct messages, ‘indirectly’. At Horizon FCB Dubai we always try to find new ways to generate business for our clients & produce work that is both timely & timeless at the same time. Together we are ‘Never Finished’.”
Horizon FCB Dubai made sure that while every message was targeted for one person, it still reached thousands of people through the radio spots.
The campaign went live on April 12th, introducing a fun way to deliver messages for both sender and recipient.