Group 6 -

Asheervad Jena 12B

Brajesh M 14A
Chaitanya Patil 13C
Ravi Teja 37B
Rohit Indumukhi 40C
Satyaki Mascharak 45A
 Campaign aimed at UK exporters
Objective Background
-To engage with UK’s SMEs and make the most of the govt’s thrust - 95 million pounds pledged by the govt to encourage
businesses to export
for export oriented businesses
- But it was found that many UK SMEs were hesitant to
- To leverage DHL’s immense expertise in logistics to help
export because of lack of knowledge on this subject
prospective exporters

What was done

- An integrated campaign spanning Twitter, YouTube, Slideshare, Pinterest etc
- A website, The DHL Guide, set up, providing international trade advice, frequently posted blog and news updates on the
international trade sector
- @dhlexpressuk, the ‘exporter’s best friend’: a Twitter feed with daily export news and tips
- YouTube videos with advice on opportunities for British businesses in countries like South Africa, navigating Customs and
inspirational insights

The result
- by May 2014, DHL recorded an impressive 7% increase in SME customers.
- Traffic to the DHL Guide increased 230% year-on-year and calls to DHL’s team of export advisors increased by 50%
- DHL Express UK’s market share grew from 47% in 2013 to over 50% – a year ahead of target.
- Agency behind the whole campaign got ‘best use of social media’ award at B2B marketing awards
 Objective Background

To raise awareness among Swedes that shipments reaching their
intended destination before lunch should be seen as a matter of
course.
What was done
• DHL's award-winning TV campaign "Because Time
Matters" has now reached Sweden.
• The agency behind the campaign is Ogilvy Sweden,
which worked with DHL Express to design the campaign
in Brussels, cast actors in the USA and finally filmed in
Sweden.

• They used humor in TV advertising to show how they are becoming more and more concerned with time and that rapid transport
is a smart way of saving time. In this way, they hope that the Express 12:00 service will enter people's consciousness and that
people will realize DHL can cover just about any place in Europe before noon
• Alongside TV advertising and banners, a special web page was produced to support the campaign for Express
12:00: www.dhltime.se. This also aims to show how important it is to save time and to make people aware of this.

The result

- "The 'Greg' campaign was nominated for the Swedish 'Golden Egg' award in the film category, and it was also selected as
campaign of the month in the magazine 'Resumé
- DHL has tested the campaign on focus groups in places like London and Paris, and it has been very well received.
 Campaign aimed at Fashion Shows and Sports
How it is done and the Strategy behind?
- It is done by an entity called as the DHL Partners program put
together in 2008
- The program includes an online portal where tool kits and
insights live and breathe. It covers a wide variety of marketing
activities on a 360-degree basis.
- PR,B2B Customer Hospitality, On Line Media and Above-The-
Line Advertising
- Tying the business into everything they do.
- It is the official logistics partner for Formula One and has also
tied up with 15 major Fashion weeks across the world
Its Major Initiatives?
- Formula 1
- Berlin Fashion Week
- Manchester United F.C.
- USA Sevens Rigby Tournament
- Western province South African Rugby team
- Aviva Premiership Harlequins
- DHL invested 9.5 million Euros into a Fashion Competence
Center of its own in 2013
Success of the program?
- The program has helped foster a better
understanding of why DHL use sponsorship and what
it can achieve, and fewer deals driven by a local
management director who is a fan of a specific sport.
- It’s also about tying in our local charitable initiatives
and engaging employees. The whole mindset is
about leveraging partnerships with a 360-degree
approach rather than a more linear or 2D approach
that we have done in the past.
- They are putting more emphasis on the digital world.
They have a great Facebook platform: Their Formula
One page has more than 420,000 fans. They want to
use those spaces to give people more insight into the
world of Formula One and motorsports.
What it Did in India?
- Institutionalized the DHL Fashion Awards along with
FIEO’s National Summit
- Identify Brand Building opportunities in the Garment
and Leather Export Sector
 Trojan Mailing Campaign
Objective
⁻ To gain a competitive advantage over its rivals
⁻ Marketing the service to increase its awareness at a low cost
⁻ Wow factor to grab the customer attraction

What was done

⁻ A Guerilla marketing campaign
⁻ The DHL Trojan Mailing campaign packages were delivered by companies like UPS and TNT.
⁻ It demonstrates how slow and awkward these companies are compared to DHL, which boasts more locations, more vehicles and
more employees than its competitors.

The result
⁻ The Ad went viral with over 4 million views in first 2 days
⁻ Earned Media of about 27 million Euros
⁻ 51k shares on Facebook
Thank You