The overall media solution had to cut through the competitive advertising environment, demonstrate that ‘No one knows Asia Pacific like DHL does’, and take advantage of international and local media to enhance this message across multiple touchpoints. Working with key media partners – CNN, National Geographic, Discovery, Channel News Asia and outdoor contractors – we conceived unique messaging and media opportunities which reflected the nuances of different cultures.

Crucially, shipment volume and revenues increased by 18% across Asia Pacific, widening the gap between DHL and the competition. Advertising awareness rose by 30% and reinforced their positioning as the dominant brand across the region.