TNT offers to deliver any shipment of any size and weight, from and to anywhere in the world, as fast as possible. The campaign needed to work in any country while the production of over 25 different versions of DM pieces had to be centrally controlled, with the microsite available in 37 languages and central control over different versions of DM pieces.
To minimise translation, the creative concept was led by visuals and icons. The main concept placed a familiar creature – penguins – in an unfamiliar place – a desert – and played on the customer’s recognition of a paradox to catch and hold their attention, with a visual link to TNT’s trademark orange.
The innovative format, in the form of a sliding dissolve mailer, worked alongside the visuals and further demonstrated the speedy quality of the service in a tactile way. As the format is only available from a small number of suppliers, its exclusivity gave TNT an assurance that this would be a unique piece of communication worldwide, thus holding attention and showing clear differentiation from key competitors.
An economical A5 format was also developed, which still worked with the striking visuals, but which could be produced locally on a smaller budget. Clients at a local level therefore had the benefit of choice.
Communication between countries needed to be straightforward. A simple excel document was produced for each language containing all the written elements of the mailer for local translation. Business units translated the text and then received a designed pdf for checking. Following approval, countries received either print-ready artwork or the complete printed DM ready for mailing. The system proved very popular and over 40 countries, double the expected number, have started the campaign.
The campaign is meeting TNT’s requirement of providing the first point of contact for customers all over the world. As a result of the DM piece and within three weeks of the start of the campaign, there were over 2000 visits to the multilingual microsite in over 50 countries. Karen Zeilstra, marketing manager at TNT Head Office says, “People are very excited and that instils pride among our employees.”
