PNL to use radio commercials again

In order to emphasise the message about which company excels at finding addresses in Scandinavia, Pan Nordic Logistics (PNL) is once again turning to radio for help. This time it’s a snooty customer who is trying to confuse PNL with tricky descriptions of locations. PNL is, of course, still able to find the parcel’s correct recipient.

“With radio commercials we can continue to expand knowledge of PNL in an effective manner. We want to show in a tongue-in-cheek manner that PNL excels at finding addresses in Scandinavia. Local knowledge is important when it comes to logistics,” says Therese Kaiser, marketing director at PNL.

On Monday 15 January, the campaign will launch with four different radio dialogues and advertisements in Dagens Industri and the clothing industry magazines Sportfack and Habit. The campaign will be followed up with mailshots to relevant companies.

Unlike previous advertising campaigns, which used genuine telephone conversations with competitors, the dialogue for this one was written in advance. However, the woman recording the commercials is Sara Fridén, who actually works for PNL customer service. Salesperson Gert Keding, who has appeared in television and radio commercials for PNL, is also involved this time around.

The campaign has been produced in partnership with the Swedish advertising agency Tank and media agency Bizkit. PNL’s previous radio commercial was very well received. At the end of 2004, it won the ‘50-wattare’ advertising award for creativity and being a campaign with a proven effect.

The theme from last autumn’s advertising campaigns will continue during the spring. Models wearing clothes from some of PNL’s largest clothing customers, including Puma, Gudrun Sjödén, Nanso and Viking, are expected to attract new clothing industry customers to PNL.

For more information, please contact:
Therese Kaiser, Marketing Director, PNL, tel.: +46 (0)8-586 187 03,
mobile: +46 (0)76-527 17 03
Hedvig Elander, PR Manager, PNL, tel.: +46 (0)8-586 187 02,
mobile: +46 (0)76-527 17 02