Vehicle fleet as a marketing tool

DHL is a world leader when it comes to international express deliveries. As part of the marketing mix for a national campaign, DHL wanted to make use of themed advertising on its vehicle fleet.

Our task was to make sure that the themed advertising was applied to the backs of all 1,200 vehicles within a period of three months, with minimal disruption to the logistical process.

Smart operator

We developed a tailored logistics strategy and visual approach for each of the three types of vehicle in DHL’s fleet: vans, box lorries and articulated lorries. We wrapped the vans and increased the legibility on the other vehicles by applying the advertisements using panels. An additional advantage of using panels is that these are ready to go before they are fitted to the lorries, meaning that a minimal amount of time is lost. The fact that we employed panels also means that the themed message can easily be replaced with a new one. This has since taken place a number of times.