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DHL introduces mobile in integrated campaign

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Shipping company DHL last week introduced its first mobile marketing campaign, tied in with out-of-home advertising, as part of its broader "Customer Service Is Back in Shipping" campaign.

The campaign, which broke in San Francisco, was developed by Ogilvy North America’s Digital Innovation group.

"DHL wanted to create a branding campaign that would break through the clutter and connect with people on the go," said Maria Mandel, executive director of Digital Innovation.

The campaign is aimed at business and consumer commuter audiences.

It features two mobile marketing promotions, driven by out-of-home ads.

One effort features a weather alert delivered by DHL to users’ cell phones via a text request. It is being promoted through customized bus shelters in San Francisco that feature an oversized umbrella hanging over the edge of the shelters, offering commuters extra protection against bad weather.

The ads have a call for users to text DHL to get a five-day weather forecast.

The second mobile effort is a call for users to download a mobile game, similar to the retro-style "Tetris" game, in which users must solve a puzzle out of blocks. The game, called "Stack-it," lets users stack DHL-labeled boxes into open slots. It can be shared or played on a community network.

DHL is promoting the downloadable game through ads in bus shelters and in taxi flip-seats throughout San Francisco. The ads urge users to text DHL to download the free game. The copy reads, "We Deliver. The fun."

"We wanted to raise awareness and get people to engage with the DHL brand," Mandel said.

"The challenge with mobile is, what are you going to do to provide value to end users. The weather alerts and downloadable game provide something of high perceived value and mobility and, once they download the game, it is always there with an ongoing brand message."

Currently, the promotion is being tested only in the San Francisco market. Following an evaluation, DHL plans to roll it out to other markets nationwide.

The overall "Customer Service Is Back in Shipping" campaign, created by Ogilvy North America, includes TV, print, online and outdoor. It debuted in 2005, with the latest version rolled out in March.

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