Delivery network TNT Worldwide has launched an integrated ad campaign to introduce its latest brand logo and strapline using a concept which shines the spotlight on the company’s network of employees.
The campaign, named ‘The People Network’, marks TNT’s first large-scale advertising push in years and showcases the company’s emphasis on the importance of customer relationships built around the personal touch.
In addition to the advertising element of the campaign, TNT is also launching an updated brand design, to be incorporated across multiple touch-points throughout TNT’s global network – ranging from vehicle livery, communications, and staff uniforms through to packaging.
Launching on the 29th of September, the ad campaign spans eight European countries across TV, digital, out-of-home, direct, promotion, print and radio, and aims to demonstrate how TNT deals with the daily challenges of B2B delivery, for small to medium-sized businesses.
The campaign’s TV advert features what appears to be a ‘human truck’ made of TNT employees, using real humans next to CGI-generated figures in the same shot, in a concept devised to show the faces behind the company and follow them on their daily journey from the TNT delivery centre to their final destination.
Giving audiences a behind-the-scenes look into the project, four online ‘making-of’ episodes have also been launched across social channels.
Tex Gunning, chief executive of TNT said: “We have a clear strategy to focus on our greatest strengths: our people, their human approach to serving customers, and our unique network. Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”
