work details.
A playful billboard campaign using the line “YOU PAID HOW MUCH?!” with a double meaning — shock at paying too much or too little — echoing ParcelHero’s light-hearted Instagram tone while reinforcing its role as a parcel price comparison service.
Billboard Campaign Concept
The campaign is centred on a bold, simple visual: a delivery driver holding a branded ParcelHero box with an exaggerated expression of surprise, accompanied by the speech bubble “YOU PAID HOW MUCH?!”.
The strength of the concept lies in its double meaning:
- On one hand, the phrase conveys shock at overpaying — highlighting the risk of using a courier without checking comparisons.
- On the other, it conveys surprise at paying so little — emphasising the value ParcelHero offers through its platform.
This dual reading encourages viewers to think twice about what they pay for parcel delivery and positions ParcelHero as the solution: the place to check whether the price they’ve paid is fair.
Tone of Voice
I deliberately matched the light-hearted, playful tone found on ParcelHero’s Instagram content. Their social presence uses humour and relatability to connect with customers, making shipping — something usually seen as functional or transactional — feel approachable and even fun.
By using an exaggerated expression, cartoon-style speech bubble, and short, punchy copy, the billboard feels aligned with that same tone. The humour disarms the viewer, makes the ad memorable, and avoids the hard-sell approach often used in logistics advertising.
Strategic Benefit
- Stops attention: The exaggerated reaction creates curiosity.
- Drives brand association: The purple ParcelHero box ties the campaign instantly back to the brand.
- Highlights the comparison USP: The double meaning directs attention to why ParcelHero exists — to show whether you’re paying too much or saving money.
Please click here to view the LEPs I designed for Parcel Hero.
