DPDgroup rolls out a first pan-European digital communication campaign
in 20 countries presenting the daily life of e-shoppers.
A campaign focused on e-shoppers and Millennials
“As e-commerce delivery expert in Europe, DPDgroup delivers 2 million consignees each day. This campaign is the opportunity to start a conversation with parcel recipients, which will be maintained over time.”
Ingrid Maillard, Directeur Communicatie bij DPDgroup
Indeed, e-shoppers are at the heart of this campaign, that is to say 18-39 year-olds in 20 countries, accounting for 75 million e-shoppers in Europe. Especially the heavy buyers,
representing one third of European e-shoppers, who make 86%[1] of all online purchases and have significant influence in terms of delivery service recommendations.
With the development of e-commerce and evolved digital interfaces, consumers have more and more control on their purchase, including delivery. A flexible, trustworthy and convenient delivery experience is a key driver for a successful online purchase. E-shoppers are now keen on innovative delivery options: real-time tracking, flexible delivery time, plan or reschedule.
The campaign highlights services that DPDgroup developed specifically to ease online purchasing: Predict, Pickup, Live-Tracking and return solutions.
A 100% digital campaign
The 100% digital campaign fits with media consumption habits of heavy e-shoppers on social media, large e-shops and major audience platforms, and on DPDgroup websites.
DPDgroup promotes the campaign on its website and its social media channels. To encourage online media snacking moments, DPDgroup takes sides on short, impacting and humorous formats, through a series of customer daily experiences, intended to appeal to a modern audience and build awareness on DPDgroup’s flagship services.
The campaign is called “The Laws of Delivery” and can be followed on social media via #LawsOfDelivery.
A pan-European campaign with a humoristic tone of voice
The first pan-European campaign led by DPDgroup is carried through 20 countries[2] from 23rd April to mid-June.
The campaign was created in a collaborative way between local and global communication teams, produced by Supper, and media buying entrusted to Starcom.
To realise the 8 episodes, DPDgroup called upon the British film director Simon Levene, a reference in directing commercials. “What attracted me to these scripts was that they were funny. I like the characters to be believable, characters that we like and that we associate with. It’s really important that we can connect with the characters and we can see ourselves in them. There are 8 everyday situations of how a parcel delivery could go wrong, and it’s a
[1] Belgium, Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Latvia, Lithuania, Luxembourg, Netherlands, Poland, Portugal, Russia, Slovakia, Slovenia, Spain, Switzerland and the UK.
[2] Source: 2017 edition of the DPDgroup E-shopper barometer conducted by Kantar TNS and DPDgroup in 22 countries with 24,871 respondents.