DHL is a global logistics and transportation company that has built a strong reputation for its reliable delivery services.

To expand its services beyond package delivery, and raise awareness of the brand as a leader in delivery, the idea was to launch a new campaign called DHL Message Delivery.

This allowed people to send personalized hard-to-deliver messages at the time and date they wanted, just like they would be able to with any other DHL delivery, but using the radio.

DHL Message Delivery is a campaign that directly targeted individuals with personalized messages in a unique way, over the radio.

By creating a campaign that allowed people to send personalized messages, users could submit a simple online form, the same way they would when sending any other delivery.

At DHLmessages.com they simply told us who the message was for, time and date of delivery, recipient's phone number and of course; the message.

The message was then stored on the website with a chance for it to be picked and delivered over the radio.

Once selected, the data allowed DHL to send an SMS to the recipient with the radio station, and exact time their message would be delivered. The result - an original radio spot and an innovative new way to deliver by DHL.

At DHLmessages.com people simply told us who the message was for, time and date of delivery, recipient's phone number and of course; the message.

The message was then stored on the website with a chance for it to be picked and delivered over the radio.

Once selected, the data allowed DHL to send an SMS to the recipient with the radio station, and exact time their message would be delivered. The result - an original radio spot and an innovative new way to deliver by DHL.

The data we gathered meant we could break free from the constraints of traditional media and target individuals at the exact time and date requested, using available radio stations in Dubai.

DHL Message Delivery was implemented via a user-friendly

microsite DHLmessages.com where people could easily submit

their hard-to-deliver messages.

Once the message form was filled, it was stored on our website and we would pick the ones we wanted to deliver over the radio based on the time, date, and details of the message.

To make sure the message would not be missed, a SMS was sent to the recipient with the exact time and radio station they should tune into to hear their message. Then after the scripts were crafted, our on-hand production team got to work executing a fun creative delivery of each message, before airing it over the radio.

The campaign launched during the month of April and was created for Dubai in English and Arabic.

Users were able to send personalized hard-to-deliver messages in a unique, creative and surprising way, creating an emotional connection with the brand.

Hundreds of messages were posted to the website within the first week of launch. The ones picked were delivered on air using a selection of radio stations in Dubai.

With every one personalized message delivered over the radio, thousands of people got to hear the DHL campaign message that delivery is everything.

Total radio universe in the UAE is 6,588,000. At a frequency of 1 we reached 527,000.

The campaign's success was measured based on audience reached, and interaction with the website, resulting in a shift in behavior towards using DHL Message Delivery for sending personalized messages.

The campaign enabled DHL to expand its services beyond package delivery and establish a new way to deliver messages, reinforcing the brand message that to DHL, delivery is everything.