adwriter:

DHL: 24hs online tracking

“To generate buzz for the DHL Online Tracking among the business community, a group of couriers walked around Beijing’s Central Business District. A white silhouette of a computer cursor was placed on their back as they went through the city, quite literally demonstrating the possibility of constant tracking of your DHL parcel!”

This ‘mobile’ on-ground communication created by Ogilvy Beijing makes use of a large silhouette of a computer cursor installed on a fleet of DHL’s runner vans, which shuttles around the Beijing’s Central Business District to announce DHL’s ‘24-7’ online tracking attribute. This simple stunt/ live activity has effectively resulted in an apparent drop in parcel enquiry recorded by the DHL phone tracking system while online tracking click counters surged.

Advertising Agency: Ogilvy & Mather, Beijing, China.