Creative marketeers have had one of their adverts go viral over the past few days with a very clever ploy to prove that DHL is the fastest courier company. Sort of. Advertising agency Jung von Matt, who’s logo is akin to the Trojan horse of Greek mythology, have released on their Youtube channel a video named “Trojan Mailing”, where they embarrass their competition by… Well I won’t spoil the surprise if you haven’t seen the video. Watch it here on the page and then read on. (If you can’t see the video, hit refresh (F4))
I think it’s an incredibly clever idea well executed. It has the feel of a guerrilla marketing campaign which makes me think DHL had it commissioned, but didn’t really want to be seen to be underhandedly baiting the competition, so they distanced themselves from it by having the ad agency take the credit. Either way it has done it’s job with nearly 1.3 million views and no doubt DHL have a few new fans due to this. I hope the competition can see the funny side. I personally would have liked to see as a conclusion to the ad the recipients of a package actually sent by DHL opening a still black package and enjoying an ice cream as though fresh from the freezer. It does seem however that the other companies had no chance of delivering the packages in time as nowhere during the video do they specify that the parcels are to be transported in refrigerated trucks..
I especially like the courier who didn’t play along and taped up the message.
The Washington Post are claiming that this video is a “fake“. I think they misunderstand the meaning of the word fake. It is an advert for DHL. Nothing fake about that, no matter who made it or for what reason.
Follow JvM over at their Youtube channel, they are a German firm but they have translated most of their videos into English.