DHL has this week unveiled a humorous trick it played on their competitors, which forced them to advertise DHL services on bulky, hard-to-manage parcels they were delivering.
In a very innovative and humorous prank, DHL used thermal-activated tape on parcels it then had its competitors deliver for them to hard-to-reach addresses, advertising the words “DHL is Faster.” Let’s hope UPS, TNT, and DPD have seen the funny side. Check it out in the video after the jump.
The Ingenious Prank
DHL taped thermal-activated ink film onto large parcels that were then chilled, making them look black when they were picked up by competitors DPD, UPS, and TNT. But as the packages warmed up during the delivery process throughout the day, the advertising message was then revealed for all to see. This clever use of thermal-activated ink ensured that the message “DHL is Faster” would only become visible once the parcels were in transit, effectively turning the competitors’ delivery vehicles into moving billboards for DHL.
The prank not only showcased DHL’s sense of humor but also highlighted their innovative approach to marketing. By using their competitors to spread their message, DHL managed to create a buzz around their brand without spending a fortune on traditional advertising methods. This stunt is a perfect example of guerrilla marketing, where unconventional tactics are used to promote a product or service in a cost-effective way.
Impact and Reactions
The prank quickly gained attention online, with many people praising DHL for their creativity and wit. The video of the prank went viral, garnering millions of views and sparking discussions on social media platforms. While some found the prank hilarious, others questioned the ethics of using competitors in such a manner. However, the overall consensus was that DHL had pulled off a brilliant marketing move.
This prank also serves as a reminder of the importance of thinking outside the box when it comes to marketing. In a highly competitive industry like logistics, companies need to find unique ways to stand out from the crowd. DHL’s prank not only achieved this but also reinforced their brand message of being faster and more efficient than their competitors.
In addition to the immediate impact of the prank, DHL likely benefited from the long-term effects of increased brand awareness and positive public perception. By demonstrating their ability to outsmart their competitors, DHL positioned themselves as a forward-thinking and innovative company in the eyes of consumers.
Moreover, this prank could inspire other companies to explore unconventional marketing strategies. In an age where consumers are bombarded with advertisements from all directions, standing out requires creativity and a willingness to take risks. DHL’s prank is a testament to the power of clever marketing and the potential rewards it can bring.
Source: Tastefully Offensive : Gizmodo
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