DHL’s longstanding partnership with WP Rugby and the Stormers has been the driving force in cementing DHL’s strong brand position in the South African market. Treble is the strategic marketing and brand activation partner for DHL
The Brief
Treble used the extensive assets and rights available to provide DHL’s customers, staff and general public with exclusive experiences and behind the scenes content. We also created opportunities for DHL and WP to engage with the local community that so loyally supports WP Rugby and the Stormers team.
Our Activation
In-game activations included half-time courier run, which has been replaced with the now-popular Cannonball Challenge, the pitch side yellow couch, cheerleaders, mascots, fireworks, giant flags, promotional handouts and the team intro song.
Other strategic events included involving DHL Stormers players in a kick-off party, a supporters’ sleepover at DHL Newlands, a Golf Day, coaching clinics and the Currie Cup-winning trophy tour.
The Results
There was extensive DHL-customer engagement with customers at every game in the DHL suite/stands. The engagement extended to players delivering packages on behalf of DHL, the Sleepover, the Kick-off party, a Customer Gold Day and customer player meet and greets. DHL climbed to the 6th most recognised sponsor of a team.
