DHL Pranked UPS Into Advertising For Them

The dramatic increase of online shopping has fan the flames of competition between merchant marine companies . Which is why , using thermal - touch off ink , DHL figuredthe best room to advertisejust how tight and efficient its merchant vessels services are was to trick its challenger into doing it for them .

The prank was simple and bright . DHL hired companies like UPS and TNT to deliver large black-market boxes to addresses that were especially difficult to find oneself . But the box were n’t actually black . or else , they were covered with a temperature - activate ink that appeared black when the boxes were chilled to sub - zero temperatures at the time of pickup . But as they warm up in the back of delivery trucks , the black ink faded disclose a large subject matter on the side of the box boasting that “ DHL is profligate . ”

The deliveryman had no choice but to deliver the trojan software system , which were big enough to be incredibly ill-chosen and extremely noticeable by anyone nearby . Well played , DHL . Well played .

Update : concord to the folks atRightThisMinute , it turns out that while the prank was real ( no actors were used , those are factual UPS and TNT couriers ) DHL had nothing to do with it . or else , it was the outcome of an internal originative contest halt by a German ad office calledJung von Matt .

We reach out to Deutsche Post DHL directly for comment , and the company ’s media relations confirm this was n’t its doing . ( Although it ’s not unhappy about the prank . )

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