DHL campaign making bigger impact than ever on TV

DHL was the rising star in November's Adwatch survey for Singapore, with its TV commercial, 'No one knows Asia-Pacific like we do', leaping to sixth place after having first made an appearance in 15th position back in May. The TVC, developed by Ogilvy & Mather, marks the second phase of a campaign that aims to humanise the brand while reinforcing its leadership status. This is only the third time DHL has made it into Adwatch this year. The company's Asia-Pacific head of brand and marketing communications, Donna Attal, said: "As intra-Asia-Pacific is our biggest (source of) revenue and volume contributor, and remains the fastest-growing sector, our campaign needed to show our deep understanding of the region and knowledge of the local markets in order to stand out from the crowd. The TV campaign, with footage shot in Malaysia, China and Japan, reflects our commitment to the Asian market." Meanwhile, the top three places in the latest Adwatch chart were occupied by fast-food giants. McDonald's TVC remained in top spot with Singaporean TV audiences, while KFC and Pizza Hut, both handled by BBDO and MindShare, were ranked second and third respectively. According to Leo Burnett Singapore's head of account management, Rosalynn Tay, McDonald's rolled out two TV spots, 'Out of Gas' and 'Incredibles Promotion', in November. The move was designed to drive customers to the brand with compelling product and premium offers. Singapore Airlines created a record of its own as well, with its latest 'Singapore Girl' TVC, entering the chart in seventh place and marking the first time the brand has gained a foothold in the survey.