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.