We’re in a new age of marketing where traditional ads just don’t capture the attention they used to.

Knowing this DHL, attempted a much cheaper marketing ploy that included pranking their competitors.

To pull off the prank, JvMNeckar reports DHL mailed giant packages with their competitors to difficult to find addresses that read ‘DHL IS FASTER.’

They had the boxes covered in a special temperature sensitive material so the words only appeared once the boxes were already on the delivery trucks.