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DHL international express shipping delivers in Europe
CLIENT: DHL PRODUCT: International express shipping MEDIUM: Print/The Straits Times MARKET: Consumers shipping to Europe ATTRACTION: Same wave of yellow optimism as their previous ad, but this one has a noticeably more geographic bent. The map of Europe, when presented in the yellow hues of DHL, tells you immediately that this ad is about shipping to Europe. It may be a bit basic, but it works. POSITIONING: Home section of The Straits Times. Compared to the previous DHL ad we analysed, this one immediately comes across as more consumer-oriented (partly due to the removal of the image of a businessman, and partly because of the very personal “insights” that pepper the map), and the physical positioning therefore comes across as better aligned with their target market. The relational positioning is also stronger than before. We remarked previously that the deliveryman image should be removed, and DHL should instead focus on the map. The map-dominated aesthetic sees DHL competing on their own t
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