DHL is the global leader in the logistics industry and the most recognised in Africa.
The Brief
The brief was to create personal engagement with the DHL brand in major metros in South Africa, while demonstrating DHL’s core logistics capabilities in delivering a world-class offering. The FNB Run Your City event also gives DHL an opportunity for staff engagement that promotes healthy living.
Our Activation
The FNB Run Your City delivers three mass community running events that take place in Johannesburg, Durban and Cape Town, which requires impeccable logistical skills. In an expansion from our traditional Cape-based events focus, our client can engage with new audiences in Johannesburg & Durban where we showcase our activations that provide engagement to over 38 000-race participants through innovative actiations including the DHL Mile-to-Go and DHL Recovery Zone, which offers family and community-focused activities for all ages like fun fitness games, face-painting and smoothie-making. There are also speed massages, a runner’s bag logistics service to experience the DHL-service offering and provision of DHL water bottles that aligns with their ‘GoGreen’ strategy – allowing ample touchpoints to connect with potential and new customers.
The Results
The DHL brand reached over 38 000 participants, representing a new interest group (outside of traditional sports) – an area that is all inclusive and open to everyone, irrespective of fitness levels, while the DHL brand is displayed on over 38 000 race shirts (highly sought-after by the participants, and often reused, resulting in added longevity of the partnership).
