For many decades, DHL has supported the delivery of rugby to the world through global partnerships with Rugby World Cup.
The Rugby World Cup is the world’s pinnacle rugby event which sees the most elite rugby athletes globally come together every four years to play for the ultimate trophy in world rugby.
The Brief
As Official Logistics Partner for Rugby World Cup 2019™, DHL wanted to celebrate the global passion of rugby with fans from all over the world. To help unlock this passion and excitement on the continent the RWC was leveraged as a strategic pillar in the global positioning of the brand, and perfect showcase for DHL’s leadership in complex international logistics. Activation was designed to deliver deeper engagement with consumers, emotionalising the brand and connecting with key audiences in a fun and interactive way.
Our Activation
Treble successfully signed Jean de Villiers as global ambassador and used his image for marketing campaigns and for customer events in Africa including Cape Town, Johannesburg, Nairobi and Lagos prior to the Rugby World Cup.
Through creative and engaging content that appealed to rugby fans, sports fans, Japanese fans, business networks, media and employees, DHL were able to connect their sponsorship of the 2019 Rugby World Cup in Japan with Africa, bringing Japan alive in the hearts of Africans #DHLonTour
A digital competition was created for users to submit a piece of motivational content on why their kid deserved to deliver the official match ball for the South Africa v. New Zealand pool match at Rugby World Cup 2019. This included an all expenses paid trip.
The Results
Match ball Delivery competition video had over 194 thousand video views with 4 million impressions.
#DHLonTour videos reached over 7 million fans with 12,5 million impressions
