The message delivery campaign invited people in Dubai to take messages they don’t want to communicate in person and deliver them at the exact time and date they wanted using the radio. To ensure the recipient got to hear about their delivery, they received a personalized SMS notification with the time, date, and radio station, just like they would get an SMS notification with any other DHL package. And just like that DHL made hard-to-deliver messages, easier.
Horizon FCB Dubai Associate Creative Director Colin Smith said; “The choice of radio as the preferred medium for our message deliveries meant we could craft scripts, produce spots, and get them on air in a very short turnaround time. Radio also allowed us to target individuals at the exact time and date requested whilst simultaneously reaching a mass audience.”
