Choosing has its point – GLS campaign

GLS Group is a leading provider of international parcel services, offering reliable, personalized and high-quality parcel, freight and express services. In Spain, the GLS network has around 560 own centres and agencies, in addition to supporting almost 7700 Parcel Shops and Parcel Lockers.

Between October 2024 and April 2025, GLS enlisted its agency Ulled to run an integrated marketing campaign focused on raising the profile of the brand and its services, whilst driving traffic to the website. The campaign messaging should revolve around proximity, sustainability and digitalization, and also promote Parcel Shops and Parcel Lockers as convenient collection and drop-off points.

The creative concept of the campaign revolves around the slogan “Choosing has its point” (“Elegir tiene su punto”). It´s a meaningful motto: it emphasizes convenience, freedom, versatility. It’s also effective word play: “point” is a reference to the GLS pick-up points, alludes to “having a point” and (in its meaning as a ‘dot’) circles back to the GLS logo – the GLS full stop, which symbolizes the company’s expertise and point-to-point mission.

Targets:

• E-shoppers: 18-60 year-olds in Spain. They value sustainable deliveries, choosing fashion, beauty, health, shoes and books.

• C2C consumers: Users of C2C platforms to buy or sell items (popular among 18 to 35 year-olds), who seek quality at lower cost while reducing their environmental impact.

• E-commerce: Owners/managers responsible for managing the logistics of their online stores (small to medium businesses)

Whilst mostly a digital campaign, the campaign also integrated print and audiovisual media, running the following formats:

• Media display campaign in general and lifestyle media (digital)

• Branded content articles in specialized business media (print and digital)

• Podcast and radio campaign (audiovisual and digital)

To fuel these placements, a set of materials was created, such as banners, GIFs, print media ads and branded content pieces. The artwork was efficiently developed with the help of AI, following GLS’s brand guidelines and placing emphasis on ‘dot’ shapes –just like the “point” in pick-up points.