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In many countries, DHL has more locations,
在許多國家，DHL有更多的據點
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more vehicles, and more employees
更多的載具，以及更多的員工
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That’s why DHL IS FASTER
這就是為什麼，DHL比較快
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However to communicate this with a classic advertising campaign
然而，要用傳統廣告方法傳達這個訊息
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is expensive.
實在太貴了
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So why couldn’t the competitors advertise for DHL.
所以，為何不讓競爭對手來幫DHL打廣告呢?
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For that purpose giant packages were taped all over with Thermo Active foil
為此，我們把大包裹漆上熱感應塗料
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and cooled down below the freezing point. (-4 C)
並且冷卻至冰點以下
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In this way the competitors picked up a black package that
如此，競爭對手們拿到了黑色的包裹
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that transformed back at temperatures above freezing
在溫度回升超過冰點以後
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and delivered the message in the most beautiful colors.
就以最美麗的色彩呈現我們的要傳達的訊息
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To addresses in the city that were not that easy to find.
而要送達的地址也不是那麼好找
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After all, they were paid reasonably,
畢竟他們也拿到該拿的錢了
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the result an innovative way to communicate
這是個創新的溝通方式
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and everyone played along.
而大家也都欣然接受
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Well, almost everyone.
痾...大多數人啦...
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Thank you very much.
謝謝你們
