Why we ran an ad in a Chinese newspaper and sent it back to Australia.
We were charged with proving that DHL Import Express is the safest choice when you need to import things quickly from overseas markets.
So we took out an ad in the Shanghai Business Daily that spoke directly to small business owners in Australia. The ad (the only English in the entire paper) clearly stated that DHL would have a copy in their hands within 3 days. We then put our own import service to the test.
Thankfully, it worked. All copies were successfully delivered within three days with a staggering 60% arriving on day two - resulting in a massive conversion rate of 5% in our lucrative cross sell segment. That's 2.3% higher than a test DM sent to the same segment with the exact same offer. And as a bonus we also captured a 3.7% conversion rate in our lapsed segment.
Advertising Agency: Clemenger Proximity, Sydney, Australia
Executive Creative Director: Paul Nagy / Creative Director: Rebecca Carrasco / Art Director: Katrina Jarratt / Copywriter: Tom Russell / Planner: David Halter / Group Account Director: Emily Perrett / Agency Producer: Henry Welch / Designer: Tim McPherson / Senior Account Director: Cate Stuart-Robertson