DHL 24 Hours Online Tracking 'Courier'
Creative Direction / Art Direction (Ogilvy & Mather)
To generate buzz for the DHL Online Tracking among the business community, a group of couriers were posted around the Beijing's Central Business District. A white silhouette of a computer cursor were placed on their back as they walk around, quite literally demonstrating the possibility of constant tracking of your DHL parcel!
This simple stunt/ live activity had effectively resulted in an apparent drop in parcel enquiry recorded by the DHL phone tracking system while online tracking click counters surged.
Translation: 24 Hours Online Tracking. www.cn.dhl.com