DHL 24 Hours Online Tracking 'Van'
Creative Direction / Art Direction (Ogilvy & Mather)
This 'mobile' on-ground communication makes clever use of a large silhouette of a computer cursor installed on a fleet of DHL's runner vans, which shuttles around the Beijing's Central Business District to announce DHL's '24-7' online tracking attribute.
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