German ad agency Jung von Matt/Neckar devised a clever delivery service viral marketing campaign for DHL in which the delivery service’s competitors were employed as unwitting promoters of DHL. The agency shipped oversized boxes emblazoned with the slogan “DHL Is Faster” with a variety of major delivery services. To ensure the competitors were kept in the dark, the boxes were covered with a heat reactive foil that appeared black when the boxes were chilled before shipping. As the packages warmed during shipment, the message was revealed.
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