Smart advertising?


UncleFai

Senior Member
Mar 10, 2010
4,451
37
48
Singapore
#1
Is this kind of advertising legal here? (or anywhere?)

http://gizmodo.com/dhl-pranked-ups-into-advertising-for-them-1526964505

I better paste the content in case kena scolding again...

DHL hired companies like UPS and TNT to deliver large black boxes to addresses that were particularly difficult to find. But the boxes weren't actually black. Instead, they were covered with a temperature-activated ink that appeared black when the boxes were chilled to sub-zero temperatures at the time of pickup. But as they warmed up in the back of delivery trucks, the black ink faded revealing a large message on the side of the boxes boasting that "DHL is faster."
 

Foxshade

New Member
Jun 26, 2009
849
3
0
46
In cat's stomach
#2
There's no law prohibiting that kind of advertisement... Besides, I think it's cheaper and more effective compared to conventional way.
 

diver-hloc

Moderator
Staff member
Apr 17, 2007
5,213
13
38
Somewhere North
#6
Is this kind of advertising legal here? (or anywhere?)

http://gizmodo.com/dhl-pranked-ups-into-advertising-for-them-1526964505

I better paste the content in case kena scolding again...

DHL hired companies like UPS and TNT to deliver large black boxes to addresses that were particularly difficult to find. But the boxes weren't actually black. Instead, they were covered with a temperature-activated ink that appeared black when the boxes were chilled to sub-zero temperatures at the time of pickup. But as they warmed up in the back of delivery trucks, the black ink faded revealing a large message on the side of the boxes boasting that "DHL is faster."

See....was it so difficult...
 

annasui

New Member
Mar 1, 2014
11
0
0
Singapore
#10
it's not done by DHL, it's another creative company doing it as part of their competition
 

ricohflex

Senior Member
Feb 24, 2005
3,353
8
38
sing
#11
Instead, it was the result of an internal creative competition held by a German ad agency calledJung von Matt.
What is unknown is whether DHL had rewarded Jung von Matt in advance (or post-event some time later) with advertising contracts.

It may not have the intended effect.

Some members of the public may consider this a low class trick, unbecoming of major corporations. It can backfire on DHL.
 

Edwin Francis

Senior Member
Mar 24, 2006
883
3
18
www.sgwriter.com
#12
Umm.. why can't lei? Can enlighten us?
If you're old enough to remember the Sony Walkman, you might remember the brand war between Sony and National...
Sony Walkman's tagline - The world's smallest stereo
National developed the National Way - Smaller than the world's smallest stereo
Sony developed an even smaller model - No Way can anyone make one smaller (or something close)
..so on it went, with both sides splurging on full-page ads etc.

After one of these brand wars 4As (the local ad agency association) stepped in and said enough is enough, and ads shouldn't be openly deriding other brands.
I think it's been relatively peaceful since, though there are the odd skirmishes. Besides, this kind of brand war is pretty expensive, and probably not in keeping with the brand image most of these companies want to project, esp the Japanese ones.
 

kei1309

Senior Member
Apr 12, 2010
7,314
23
38
Earth
www.facebook.com
#13
What is unknown is whether DHL had rewarded Jung von Matt in advance (or post-event some time later) with advertising contracts.

It may not have the intended effect.

Some members of the public may consider this a low class trick, unbecoming of major corporations. It can backfire on DHL.
To us and businesses, it may be more like a laugh.

To their shareholders and PR agencies, it might be a headache :bsmilie:
 

d2xpeter

Deregistered
Dec 6, 2012
1,283
4
0
55
singapore
#14
it is a jungle out there, folks.
only the fittest, cunningest, creativest,.....would survive. LOL
 

d2xpeter

Deregistered
Dec 6, 2012
1,283
4
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singapore
#15
....we hv to constantly outwit one another....trolls against trolls calling others trolls.... LOL
 

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