Thanks to Michael Wong / Ogilvy & Mather, Beijing for resending the films in a format that we could use and correcting some of the credits. These films go with the previously posted images: DHL - 24 Hours Online Tracking (Dude, not truck) - guerilla, China and DHL - 24 Hours Online Tracking - guerilla, China
Campaign objective/ creative brief:
To generate buzz for the DHL Online Tracking among the business community, a group of couriers were posted around the Beijing’s Central Business District. A white silhouette of a computer cursor were placed on their back as they walk around, quite literally demonstrating the possibility of constant tracking of your DHL parcel! This simple stunt/ live activity had effectively resulted in an apparent drop in parcel enquiry recorded by the DHL phone tracking system while online tracking click counters surged.

DHL Online Tracking “Courier’ Client: DHL Product: 24 Hours Online Tracking Agency: Ogilvy & Mather, Beijing Group Executive Creative Director: Nils Andersson Executive Creative Director: KweiChee Lam Creative Director: Michael Wong Art Director: Michael Wong, XiaoChen Li Copywriter: Yue Song Account Service: Mary Jane Butler, Raina Zhang Language: Chinese (Translation: 24 Hours Online Tracking.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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