Today, GLS starts rolling out an international brand campaign. After last year’s brand refresh, GLS aims to set the next step in building its brand. With the campaign, created in collaboration with creative agency dentsuACHTUNG!, GLS demonstrates one of its most important characteristics: its personal approach towards parcel delivery.
The campaign is constructed from GLS’ belief that for both senders and receivers ‘it’s never just a parcel’. The campaign is built around key interaction moments with customers: the pick?up or delivery of a parcel. It illustrates that any shipment contains so much more than just its contents: the hopes, dreams and ambitions in each GLS parcel. The short-format videos revolve around a special delivery displaying the meaning of GLS’ services in people’s everyday lives.
The campaign, rolled out across Europe and North America, actively communicates GLS’ refreshed brand, that was recently revealed. “The campaign reflects GLS’ personal approach to parcel delivery and it will help us even more to show our customers who we are”, says Marleen Rooders, Senior Manager Group Strategy, Marketing & Communications at GLS. “In the past year, we have made some important steps to further strengthen our brand and to stand out in the market, sharpening our brand promise to become people’s favorite parcel partner. An international brand campaign is an important next step in telling the GLS story across our markets.
The GLS story was translated into a campaign by dentsuACHTUNG!. Diederik Mulder, Art Director at dentsuACHTUNG! says: “To show GLS’ people-centric attitude, we chose to use a different perspective of parcel delivery: the person receiving the parcel. For them it’s not just a parcel, because its content brings value to their lives. In all situations that we show in the campaign, something as simple as a parcel delivery means the world to a specific person. The brand line ‘Parcels to People’ sums that up in three words.”
The campaign consists of video, print, Out-of-Home (OOH) advertising, social channels, and digital advertising, and will be rolled out across Europe and North-America, with first markets starting from May 30th .
