The People Network
Over the last 70 years, TNT built the most extensive European road and air network for parcels and freight. Tex Gunning, CEO of TNT: “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. The personal touch and taking time to understand what customers really need distinguish us from others. We are The People Network.”
The strategic choice
The new TNT brand identity underpins the company’s challenger position and state of mind. This investment in the TNT brand reflects the company’s strategy to offer customers an even better experience and bolster its European network.
TNT targets profitable growth, with increased productivity and network efficiency. In the coming months, new commercial initiatives will be rolled out to gain and retain additional SME customers.
The campaign
The roll-out all over Europe –from TV-ads, radio spots and billboards to sales and loyalty programs– shows that TNT is investing in its strong belief that personal contact makes the difference in modern logistics. Dick van der Lecq, MD of the Dutch advertising agency Etcetera/DDB, which created the campaign: “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. The making of the commercial -partially by TNT-employees- is definitely worth watching on social media.”
In the next few weeks, new customers will be offered to test ‘the TNT experience’ with one free international shipment up to 100 kg across Europe.
About TNT
TNT is one of the world’s largest express delivery companies. On a daily basis, TNT delivers close to one million consignments ranging from documents and parcels to palletised freight. The company operates road and air transportation networks in Europe, the Middle East and Africa, Asia-Pacific and the Americas. TNT made €6.7 billion in revenue in 2013.
