DHL Ethnic Marketing Campaign

DHL Ethnic Marketing Campaign

A Personal Bilingual Direct Mail to Increase International Mail and Parcel Shipping

Global Mail wanted to develop new business potential using a specific target group campaign. The campaign tied into the New Year’s Holiday, a traditional Turkish holiday.Goal of the ethnic campaign

  • Foreign minorities should feel accepted as a section of the population, development of a brand preference and customer loyalty
  • Establish an image in the eyes of the ethnic target group
  • Increase international mail and parcel shipping, incite a long-term attitude toward shipping
  • Make Deutsche Post the instrument for friends and family to stay in touch with their homeland
  • Be accepted as a result of advertising in the native language and visual language that is tailored to Turkish culture

Structure of the campaign

Key element was a personal bilingual direct mail with a response insert.
The direct mail included the following:

  • Informational brochure in Turkish illustrating the product with both text and imagery
  • An addressed and stamped envelope was enclosed to make a response as simple as possible
  • Additional postcards that visually illustrate the bridges between German and Turkey were included in the direct mail to spark interest
  • The chance to win a prize was meant to increase the response rate
  • TV spots were broadcast at the same time on various Turkish TV stations
  • Print advertisements with response opportunities were placed in the Turkish daily newspapers with the highest circulations to round of the campaign communications
  • The TV spots as well as background information could be downloaded from the company’s website
  • Events: A benefit concert with testimonials at the end of the campaign reinforced awareness of Deutsche Post

A very positive response from the target group:

  • Response rate: 24 %
  • Significant sales and revenue stimulation tied to items sent to Turkey.
  • Broad positive media coverage (numerous TV and press reports).
  • Deutsche Post was able to position itself as a good choice for cross-border communication within the target group.

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