"This year we knew we needed to build on that and take the campaign to the next level," Peterson said. The company's platform for 2005 became customer service. The campaign, which kicked off in September, includes TV, print, online and outdoor.
Peterson sought out nontraditional placements for the ads to most effectively reach DHL's audience. For instance, she approached U.S. News & World Report, asking for a media placement that reflected the DHL brand's attributes of being flexible, innovative and providing superior customer service. The newsweekly's answer was to give DHL real estate on its letters to the editor page.
DHL also ran an ad containing a customized crossword about its services in The New York Times' Sunday magazine. Answers were posted on DHL's Web site.
The company ran an ad in the "Leisure & Arts" page of The Wall Street Journal Weekend Edition launch as well. "We were trying to tie DHL into [the readers'] human side," Peterson said.
She also used projection media, with ads projected on buildings and on cruise ships in Miami.
Hitachi Data Systems had far less to spend, but Peterson created a campaign for less than $5 million using online, print and search. The campaign ran in two six-week flights. Peterson maximized spending in the media targeted, but in order to squeeze even more from her pennies, she negotiated several value-added elements from publisher IDG, including e-mail newsletters, subscriber lists, advertising awareness studies and bonus impressions.
"We used every last one of those added-value elements," Peterson said. "It made the budgets feel a lot bigger, and the client got a lot out of it."