One does not see logistics advertising outside the trade press very often. Logistics is mainly a business-to-business industry and a television audience is dominated by consumers, and it’s that audience for which one pays; that can’t be cost-effective, although perhaps specialist channels such as Bloomberg might make sense.
But I suppose in the express/parcels business it makes more sense because there is a much greater consumer component.
I thought of this after I saw what I think is a good advert for TNT. The amusing part is at 0:26 when the TNT people run past a yellow lorry, stuck in traffic and with a less-than-svelte driver swigging his coffee and stunned at TNT’s performance.
Now who can that lorry represent? The yellow is a little too pale, I suspect. Hilarious.
I tried (but failed) to find an advert I saw in the US about ten years ago, which showed a van (Fedex or UPS, I can’t recall which) racing down a road only to be cut off at a level crossing by a long DHL cargo train. But I did come across a different one. The tag line? There’s a new face in domestic shipping – DHL. Well there was…
UPS of course had a campaign a few years ago (2011?) that actually mentioned the L-word. That’s a little too twee for me. I like the ones that have a pop at the opposition. Much more interesting.
But all this advertising must be dwarfed by DHL’s sponsorship budget. The mass of yellow-and-red at Formula 1 races is astonishing.
I am no marketing expert and I am sure DHL gets huge benefit, especially in Asia, from its sponsorship of Manchester United. Moreover any publicity is good publicity, I understand, and I am sure that the saturated presence of the logo at matches outweighs any negative emotions that stir in supporters of other clubs, for many of whom ‘anyone but Man U’ is a veritable mantra.