Jung von Matt/Neckar Agency Pranks DHL’s Rivals In Viral Marketing Campaign

Jung von Matt/Neckar is an advertising agency based in Germany and also quite the force to be reckoned with. Several weeks ago, they came up with a brilliant prank in which they took the idea of the Trojan horse and used it in marketing. The result? The Trojan Mailing.

In a matter of a couple weeks, they racked up several thousands views and now has over 5 million views on Facebook. The campaign was so outrageous that online critics questioned if DHL was actually behind this prank.

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Recently we discovered that it was not a prank backed by DHL but rather an internal marketing campaign for the advertising agency.

“This was not something that was initiated by DHL,” a rep for the company tells Consumerist in an e-mail. “The video was created by an external agency for their own internal competition. We were aware in advance of the intention to use it for this purpose. We were not aware of any plans to share it externally.”

The video exploded throughout the web because of the sheer ingenuity of the campaign. They got DHL competitors to ship these boxes which used color-changing paint that reacted to temperature change. In the video, we see how the Trojan mailing is revealed.

The success of this campaign got us thinking over here at Creative Guerrilla Marketing on how it could be applied to other campaigns. Imagine handing out a flier that changes its messaging once in the warm hands of the individual. Or perhaps you could do something fun with glow in the dark apparel that changes at night. The trojan mailing concept can be brought into future marketing campaigns and we’d love to hear your idea!

[ via Consumerist ]

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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