The 'More power' blitz by WPP agency Promotional Campaigns aims to show that DHL has more people and greater service coverage and flexibility.
DHL Hong Kong marketing director Connie Tang said: "This is the first local branding campaign after the merger in April, when we ran television and print ads adapted from work released from our headquarters in Germany.
This time, we've done it just for Hong Kong to localise the concept and to introduce our new yellow label and uniform to our target audience of logistics and shipping managers, as well as receptionists and secretaries."
The ads are placed in prominent positions in four high-traffic MTR stations - Central, Wanchai, Tsim Sha Tsui and Prince Edward - which have a monthly commuter flow of 9.3 million people.
Tang said that the executions, ranging from posters to column and wall wraps, focus on the couriers because they are the ones who constantly interface with customers.
"So we have ads of couriers delivering parcels to Egypt by parachute, an idea inspired by the previous regional TVC to emphasise the point that DHL couriers give the best possible service no matter how difficult the assignment."
The 'More power' campaign is the second by DHL in two years.