DHL has released a new campaign promoting two of its leading global sports partnerships – with Manchester United FC and Formula 1.
Released under what the company internally calls its annual ‘International Specialist Campaign’, the aim of the work is to celebrates the partnerships and bring to life DHL Express as Official Logistics Partner of these global properties.
The initiative is spearheaded by twin TV spots – each promoting one of the above official partnerships. The look and feel of the creative aims to show vibrant dynamism and demonstrate how the brand simplifies the most complex of global logistics challenges.
The look & feel of the new campaign is dynamic, unique, and vibrant and showcases how we aim to simplify the lives of our customers.
The F1 TVC creative leverages both fan passion for the sport, as well as themes such as dedication and focus. The aim is to demonstrate that DHL reflects those values and is committed to providing the necessary level of perfection.
The narrative also communicates how, as the official F1 logistics partner, throughout the F1 season, DHL moves highly sensitive freight – including cars, engines, TV equipments and fuel – between 19 races across 5 continents.
Both commercials use a remixed version of ‘Ain’t No Mountain High Enough’, which has been used as DHL’s brand anthem for the last two decades.
The spots are being aired across both pan-global TV channels and national networks. They are being supported by press and outdoor ads and an online hub.
In the F1 strand of the activity there are further initiatives such as ‘in-race’ elements such as the ‘DHL Fastest Lap Award’, as well as local market activation at specific grand prix.
Since DHL began is ‘Express’ service in 1969 it claims to have been driven by a commitment to growing its customers’ businesses.
Thus the emphasis in this campaign is to show through its elite global partnerships, how the brand is dedicated to support its clients in opening up new markets in every corner of the globe.
This twin sponsorship activation is part of DHL’s new umbrella global integrated advertising campaign which aims to bring to life the DHL tagline claim and customer promise: ‘Excellence. Simply Delivered.’
The initiative is running in 21 countries and 16 languages, with more than 1600 executions.
This second wave of ‘ International Specialist’ work follows last year’s ‘Speed Of Yellow’ initiative which also included its sponsorship activation for the 2011 Rugby World Cup. See previous case study.
Other major DHL official sponsorships include its partnerships with The Volvo Ocean Race, The Gewandhouse Orchestra, and with IMG Fashion Weeks around the world (from New York, London, Paris and Milan, to Mumbai and beyond).