DPDgroup presents its first pan-European campaign #LawsOfDelivery
23 April 2018 - DPDgroup rolls out a first pan-European digital communication campaign in 20 countries presenting the daily life of e-shoppers
- 100% online communication
- 8 episodes, 6- and 20-second features
- Core target: e-shoppers 18-39 year-olds, i.e 75 million people in Europe
- Rolled out in 20 countries for 4 to 8 weeks
- 17 languages
- Humoristic tone of voice
- Go live: 23 April 2018
- Discover “The Laws of Delivery” campaign: https://lawsofdelivery.dpd.com/en-dpdgroup/
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, Communications Director of 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% 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 myDPD App.
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 (dpdgroup.com) 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 broadcasted in 20 countries from 23rd April to mid-June.
The program was created in a collaborative way between local and head office communication teams, designed 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 comic twist on how the things could go wrong, slightly exaggerating for humorous purposes.” explained Simon Levene, after a cinema-quality film shooting at the end of January, with a 4-actor international team.
DPDgroup is the second largest international parcel delivery network in Europe. DPDgroup combines innovative technology and local knowledge to provide a flexible and user-friendly service for both shippers and shoppers. With its industry-leading Predict service, DPDgroup is setting a new standard for convenience by keeping customers closely in touch with their delivery.
With more than 68,000 delivery experts and a network of more than 32,000 local Pickup points, DPDgroup delivers 4.8 million parcels to over 230 countries each day through the brands DPD, Chronopost, SEUR and BRT.
DPDgroup is the parcel delivery network of GeoPost, which posted sales of €6.8 billion in 2017. GeoPost is a holding company owned by Le Groupe La Poste.
For more information
Discover “The Laws of Delivery” campaign: https://lawsofdelivery.dpd.com/en-dpdgroup/
DPDgroup press contact: firstname.lastname@example.org
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 Source: 2017 edition of the DPDgroup E-shopper barometer conducted by Kantar TNS in 22 countries with 24,871 respondents.
 Belgium, Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Latvia, Lithuania, Luxembourg, Netherlands, Poland, Portugal, Russia, Slovakia, Slovenia, Spain, Switzerland and the UK.