DHL Express Sub Saharan Africa - Best Brand Experience Event

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Company: DHL Express Sub Saharan Africa
Company Division/Group: DHL SSA Regional Services
Company Description: DHL Express is a leading International express and logistics company, serving more than 220 countries and territories. DHL Express Sub-Saharan Africa covers 54 countries, with over 3500 employees, over 250 facilities, five regional hubs, and 14 dedicated DHL aircraft.Founded in San Francisco in 1969 by three budding entrepreneurs - Adrian Dalsey, Larry Hillblom and Robert Lyn.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Brand Experience Event

Nomination Title: DHL Delivers World Rugby 7s in Cape Town

The date on which this nominated production was first presented: 10-11 December 2016

Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words).

Our partnership with World Rugby Sevens Series reaffirms our commitment to a sport which shares many of our core values, such as teamwork, passion and high performance. It’s a sport we’re proud to get behind and deliver to new and existing fans across the globe and perfectly complements our global rugby partnership portfolio. Cape Town Sevens has taken the top spot on the South African social calendar. 2 years down and it’s already established itself as one of the leading providers of world class sport and entertainment, with tickets being sold out almost instantaneously.

The sport of 7’s is one of the fastest growing global sports and we are proud to be associated with one of rugby’s truly iconic global tournaments. Through Cape Town Sevens, the DHL brand remains top of mind for consumers across the country.

Campaign objectives:

-Reinforce DHL’s brand leadership and positioning in the world of Rugby.
- Build relationships with existing business partners and generate new business opportunities
- Increase awareness of logistics expertise and credentials in global Rugby
- Generate content for global storytelling and brand emotionalization

Implementation:

• Radio partnership with KFM and Highveld for exclusive ticket giveaways, game day experiences and cash prizes
• Tactical Street Activation for ticket giveaways (using DHL remote control cars) in Cape Town Central Business District
• Social Media promotion
• Tickets and hospitality
• Ambassador Appearances
- 3 Kenya 7s players appeared in the DHL Hospitality Suite, hosting key C-Suite customers.

Additional event/general admission activation:

- DHL Entertainment Zone (for the general public) – with:
- Streaming Bopping Head Dance videos
- Face painting
- Speed massages
- DHL Scalextric Track
- Mechanical Speed Rugby Ball

• Use of Media & PR for:

- Logistics storytelling (video and social content
- Daily social media promotion o Brand integration across series and event marketing materials, World Rugby TV, press events & releases, WRSS & local event

• ON-PITCH AND PITCHSIDE BRANDING:

- 3x Pitchside Boards o 2x Pitchside Toblerones
- 1x DHL logo in Try Zone area
- Advertising o 10 x 30 second spots on stadium screens
- Full page advert in the Event Programme

- Media back drop

- Match ball delivery in DHL remote control van with 360 live streaming video
- Exclusive promotional items in stadium (Clappers and ‘TRY’ fan banners o Exclusive big screen sponsor for kiss cam, flex cam, kareoke cam & air guitar

Results:

- Social media AVE: R7 200 000
- South Africa TV Media Value: R3 000 000
- ROI 10:1
- 100 C-suite Executive Customers entertained
- 150 DHL Employee tickets/attendance
- #DHL7s trended in Cape Town on Saturday 10 December 2016
- DHL Brand exposed to 109 608 spectators over the course of the tournament at the venue
- Best performing facebook video for 2016 on DHL Africa: Sevens Ticket giveaway using remote control cars in Cape Town Central Business District

NOTE: password for vimeo video in attachments is: brand

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Sports Marketing & Events Agency: Treble Group
Video production: Call Sign Vector
Social Media Agency: Have you Heard