PiPa Private . . How to let competitors full of streets for you to advertise, DHL hahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahaha

PiPa Private . . How to let competitors full of streets for you to advertise, DHL hahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahaha

This issue of the topic: offline investment burning money is not flattering, how to do?

Welcome to the first lesson of Little Seal's Brand Private (PiPa Private) for short!

PiPa hypothesis

If one day, you see Shunfeng courier in the bustling Sanlitun holding a large box, it says "Shentong fastest." So it is estimated that Sanlitun engaged in street shooting uncles do not shoot beautiful women, to send a letter to Shunfeng can also earn a hard fee.

However, DHL (for the DHL you know) really let all the competitors, the street for it played a wave of advertising, suggested responsible for offline delivery of the marketing department peers are to product ...

PiPa Case - DHL

In many countries, DHL Express has more trucks, outlets, employees, etc. than UPS, TNT, DPD, etc., so DHL Express is also the fastest (literally)

Now, how to tell consumers: I DHL is the fastest in the world?!

Traditional offline advertising way expensive out of the sky, Times Square 1 billboard 1 day price by location from 5k knife-5w knife, Beijing 1 subway billboard 4 weeks also small 100,000 ... Offline exposure is large enough but the brand's money bags are not blown by the wind, not to mention the outbreak of a lot of money bags were blown directly.

"So....Why couldn't let competitors advertise for us? Like this?"

(The following coders are from TNT, UPS, DPD)

So, in order to save the budget to do everything out of DHL, the s-concave operation began!

You can think about it differently, what would you do if you were marketing?

Step 1: Undercover

Tools: Oversized cartons, thermal foil

In order to prevent UPS couriers from refusing to accept couriers that say "DHL is faster", DHL's first operation is to comb the courier into an appearance of an old man, put on a handsome suit, how to do it? Please save the world science students come to science a kind of thing called thermal foil, simply is the color with the temperature of an oil. Put the whole box full of this oil and put it in the cold room, and the color will come from this....

It's like this....

Undercover! Done！

Step 2: It's hard to find

After completing the equipment, DHL through UPS and other competing courier companies placed an order, asking the other side to send this black box to an address, then this address, must be a difficult place to find, DHL chose a few located in the city center, but the truck can not enter the receiving point, couriers must carry large boxes to walk through the lively market, in order to successfully deliver courier, so there is the following scene....

Happy UPS brother when receiving the courier