The ‘Speed Of Yellow / Delivered By DHL’ work leveraging the brand’s rights as the RWC’s Official Logistic Partner builds on the brand’s previous sponsorship ideas for its other properties which include Formula 1, Fashion Week, Volvo Ocean Race and the Gwendenhaus Orchestra.
The focus of the activation amplifies the brand’s mantra – speed and excellence, both simply delivered.
The integrated campaign stretches across TV, print, radio and out-of-home platform, as well as an online content-driven site (complete with quiz and competition), experiential fan spaces and an in-stadium logo programme.
The TVC, created by 180 Amsterdam, sees DHL use the ‘power of yellow’ to deliver the ball to the players in DHL rugby jerseys – featuring major international cities from New York and London to Auckland.
Its ‘Delivering Rugby To The World’ Quiz invitied consumers to the logostics company’s brandworld site to answer questions and try and win a range of prizes from an autographed DHL rugby ball, an autographed DHL rugby jersey, rugby scarf, rugby bag, a book by Sean Fitzpatrick and final tickets.
DHL also ran a competition asking employees to nominate inspiring young people for the chance to be part of the RWC and present the match ball. Working with one of the brand’s New Zealand RWC ambassadors Tana Umaga (other’s include fellow former New Zealand captain Sean Fitzpatrick) – the initiative ran under the title ‘Tana Express’. British teenager Elliot Webster delivered the ball to the teams for the opening game after his mother put him forward for all the work did caring for his father who recently passed away from Parkinson’s Disease.
Indeed, DHL ran a number of local rugby-related initiatives too. For example, in Hong Kong earlier in the year during the Hong Kong Sevens it set up a Rugby Kicking Simulator in Causeway Bay, which offered rugby fans the chance to experience the skills and techniques required to “convert a try” (prizes were available for all participants)
In Australia, the campaign included a dedicated space in Sydney’s Darling Harbour where fans can watch their favourite team on the big screen. Through the entire competition, the live site houses three giant floating screens broadcasting every Fox Sport-aired RWC game. The space also features the ‘Speed of Yellow Kick 4 Tix’ idea which gives fans the chance to top the leader board by out-kicking their favourite football star.
DHL itself says that in addition to running ticket distribution, its partnership with the event saw it store and deliver uniforms and other official equipment to and from training grounds and playing venues around New Zealand and deliver the freight of all competition teams. This will involve 170-plus tournament related movements (at an expected two to six tons per move) and 30,000 kms covered during the seven-week competition.
DHL Express Chief Executive Officer Ken Allen says: “This game is about passion, teamwork and a can-do-spirit and those are characteristics that can be attributed to DHL Express as well.”
Comment:
After sponsoring other rugby related spaces – such as the British and Irish Lions series and the Super 15 Stormers team – DHL is developing a deeper heritage with the sport and with those business leaders and professional decision makers who follow it.
Its rugby activation also built further on the widespread press coverage the brand received from its recent deal to become the first official training kit sponsor of Manchester United.
Links:
www.dhl-brandworld.com/en/activities/world-class-partnerships.html#Rugby+World+Cup
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