TNT shines spotlight on its employees as it rolls out campaign to launch new brand identity
TNT Worldwide has launched an integrated ad campaign to introduce its new brand logo and strapline which looks to highlight the company’s network of employees.
The People Network, created by Etcetera/DDB, 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.
The campaign, which launched today (29 September) 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.
For the TV push, a film shows TNT employees form a ‘human truck’ using real humans next to CGI-generated figures in the same shot.
The campaign aims to reintroduce the "TNT spirit" and show the faces behind the company, following them on their daily journey from the TNT delivery centre to their final destination.
Four online ‘making-of’ episodes have been launched on social channels today to give the audience a behind-the-scenes look into the project.
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.”
TNT worked with brand design agency, Design Bridge, to create the new strapline, and The People Network to convey TNT’s strategy and culture, alongside a new logo.
The result is a more contemporary look, using the TNT circle throughout. The new design will be incorporated across multiple touch-points throughout TNT’s global network, ranging from vehicle livery, communications, staff uniforms through to packaging around the world.
