TNT gets aboard a human truck in large scale mktg push
TNT has embarked on what is seen as one of its first large-scale advertising push in years. In an integrated campaign, ‘The People Network’, TNT aims to re-establish the company’s core asset: distinctive people network, to life. Amsterdam based agency, Etcetera/DDB, has created the campaign. The agency was tasked to re-fresh TNT as The People Network in a way that would reflect the brand’s attitude and community spirit.
“Etcetera as an agency stands for rock and roll marketing. They have a strong track record in bringing companies, people and brands in motion. That, in combination with Etcetera’s partner RedUrban (digital), and international network (DDB) perfectly fits our growth ambition,” commented Tex Gunning, CEO of TNT.
The result is a campaign that spans across eight key markets including Asia. The campaign would be seen across TV, digital, OOH, direct, promotion, print and radio and demonstrates how TNT deals with daily challenges of B2B delivery, for small to medium sized businesses, by inviting the real TNT workforce to participate.
“Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight,” added Dick van der Lecq, MD of Etcetera.
The human truck
Etcetera tackled the creative challenge in a strategic way aiming to deliver an effective global campaign. The agency team conducted interviews with TNT employees, research and analysis searching for what TNT’s brand really stands for: personal service and their people. The campaign re-introduces the real TNT spirit and shows faces behind the company, following them on their daily journey from the TNT delivery center at dawn, to their final destination. The TVC, directed by Mischa Rozema from PostPanic, shows the first-ever TNT truck being constructed out of TNT employees. The truck cab, its frame, its engine and even the wheels are made out of real people. The human truck then, fuelled by TNT spirit and energy, hits the road, where even traffic jams can’t stop it. Both the creative concept and the filming technique, using real humans next to CGI generated figures in the same shot, have been specially developed for this project.
“Most of B2B delivery campaigns are all about scattered images of quick deals, planes, handshakes, ships, cars and traffic, bringing a parcel from A to B. We wanted to show the real people behind this business and the ‘orange’ TNT fuel running through their veins. And we have done it in an epic and memorable way. Working on this TVC felt much more like making a movie than a commercial,” Peter van Leeuwen, Creative Director, Etcetera/DDB said.
In addition to the TVC, four online ‘making-of’ episodes are being released on social media channels. These allow the audience a sneak peek into the studio. One of the stars of the campaign, TNT truck driver Daan Daams who is also a TNT employee for more than a decade, takes audiences on a journey behind the scenes of the project.
“It was instantly clear to us, that both the Etcetera and its client TNT were pursuing something unique here. Because of the concept, scale and size of the project, this was a highly ambitious production from the get-go. With the large amount of shooting locations, people involved, various conditions, and VFX, this was only be possible if all parties shared the same vision,” said Jules Tervoort, Managing Director of Post Panic.
Etcetera/DDB worked closely with the key management of TNT throughout the creative process and the agency has acted as a true in-sourced task force in order to capture the extraordinary spirit of TNT. The whole process from ideation to execution took exactly 100 days.
