DHL, an express and logistic company, has launched its latest branding initiative, ‘All the Way’. As is seen in most DHL communication, the campaign message of this initiative too is about DHL’s leadership position in the Asia Pacific market. The campaign has rolled out pan-India through a combination of print, television and outdoor campaigns.
The campaign has associated with 23 print publications that largely include magazines and trade publications. For television, in addition to English and Hindi, the TVC is also telecast in Kannada, Tamil, Telugu, Bengali and Gujarati.
The campaign ‘All the way’ highlights the company’s key differentiators, featuring its people and pro-active service-oriented attitude to communicate the company’s personal touch in everyday situations.
Chandrashekhar Pitre, Head - Marketing, DHL Express India, explained, “For us, ‘All the Way’ means that at DHL, we truly have our customer’s best interests at heart and that we will go the ‘extra mile’ to fulfil what we have been tasked to do.” The campaign aims to reinforce DHL’s tagline of going ‘All the Way’ for customers by demonstrating that DHL is committed to playing an integral role in contributing to customers’ success.
Pitre said, “The campaign demonstrates different ways in which we are going ‘All the Way’ for our customers, to achieve our goal of becoming their first choice for all their express and logistics requirements. The campaign showcases unique facets of DHL’s quality service experience of which some of our customers may not know about - for example, our DHL Quality Control Centers or QCCs and so on.”
This Ogilvy & Mather created brand campaign has been launched across all countries in Asia Pacific simultaneously. The core elements in the communication are a good express provider; easy to deal with; knowing and rewarding customers; innovation of service and product; and a global trade facilitator.