Titled 'Pass the Parcel', the campaign enables participants to receive a parcel from a DHL courier, unwrap one layer to win a prize, and then pass it on to the next participant. Consumers can take part in the game by listening to local station Class 95FM, and registering via SMS or online.
A total of 18 deliveries will be made in four weeks, with randomly selected contestants asked by Class 95FM to answer a question correctly, before receiving the parcel. Prizes, which include cash, total S$60,000 (US$35,500).
According to DHL, the blitz is aimed at maintaining share, by winning new customers and rewarding existing ones. "Most of DHL's customers already know that we have the most extensive network and infrastructure, and possess unbeatable service offerings," explained DHL Express Singapore general manager Teo Ser Luck. "'Pass the Parcel' is another creative way to reinforce the message that no one can deliver like we do. At the same time, the contest allows customers to have a bit of fun with us and win prizes."
The final layer of the parcel will be unwrapped at a 'live' Class 95FM event, where the final five contestants will be pitted against one another, through a series of games. The overall winner collects a holiday for two to selected DHL Asia-Pacific destinations.
"We are really excited about this contest and, judging from the overwhelming response from our listeners when this promotion started, I think our listeners are as excited as we are," said Class95 FM general manager of English programming Bernard Lim.
The initiative comes as the logistics giant unveils phase three of its 'No one knows Asia-Pacific like we do' advertising campaign, launching a new TVC titled 'For Amy'. Airing on regional cable channels, along with terrestrial stations in Singapore, Japan, Korea, Hong Kong, India and Thailand, the campaign will run until the end of the year.
The Ogilvy-created TVC draws inspiration from an old Indian saying that every grain of rice is a person's name and the grain will make its way to its rightful owner eventually. The TVC shows a clothing supplier using DHL to amass materials from locations all over the world, before the garment is manufactured in India, then sold in a US store to a girl namedAmy.
Additional reporting by Chew Hui Chin
DHL delivers direct to listeners in Singapore
DHL has taken the direct route in its attempts to connect with the man on the street, launching a six-week campaign offering consumers the chance to win prizes.
