To celebrate its ongoing sponsorship of the DHL Super Rugby Pacific competition, logistics and delivery behemoth DHL has introduced ‘The DHL Box Seat’ VIP match experience which offers its New Zealand customers a chance to ‘score the best seat in the house/stadium’.
Teaming up with agency EightyOne and production company Supernormal (and Director Reagen Butler), plus with New Zealand Rugby, the activation aimed to give fans something special to cheer about at the start of the new season. ‘The DHL Box Seat’ is based around an oversized delivery box that opens out to a VIP pitch-side experience coupled with a dedicated DHL courier delivering food and drink during the match.
The branded box seat will be built at select games across Aotearoa (New Zealand) throughout the season and the competition activation is promoted and supported by online film and in-stadium big screen video and signage, as well as through content across DHL’s own digital and social channels.
The DHL Box Seat from EightyOne on Vimeo.
“We have enjoyed working with EightyOne on this activation and are excited to bring the DHL Box Seat to life, giving our customers a unique VIP experience to enjoy a rugby match,” said DHL NZ Marketing Manager Laura McKee.
From the HSBC World Rugby Sevens, to the Heineken Champions Cup and European Challenge Cup and Super Rugby Pacific, as well as tie-ups with British & Irish Lions, Rugby Canada, the German national rugby union team, Harlequins, Munster and the DHL Stormers, DHL has a long-time, in-depth commitment to rugby union.
Indeed, DHL’s other recent rugby union activations have included: