DHL is the global leader in the logistics industry and the most recognised in Africa.
The Brief
Treble was briefed to plan and execute a world-class activation for DHL at the Red Bull F1 Circuit at the Grand Parade in Cape Town and ensure maximum exposure of the DHL brand to over 50 000 spectators.
Our Activation
DHL partnered with Red Bull SA and their F1 Racing team with the objective of bringing the allure and sound of Formula One to the Mother City. Treble conceptulised a brand activation solution that ensured the famous DHL brand was at the forefront of spectators. Apart from making sure the DHL brand was seen every time David Coulthard raced down the streets of Cape Town, Treble managed several exciting activations that included a real-life F1 car made entirely from DHL cardboard boxes, and a DHL fun zone with DHL-branded activities for children and adults, giving DHL maximum exposure.
The Results
The Red Bull F1 Circuit ensured that the DHL brand was given a five-star platform for the people of Cape Town to experience DHL logistics “live” with over 50 000 petrol heads descending on the streets of the historic Grand Parade. It also achieved maximum potential of brand awareness by creating unique content, which included a photo shoot of the Red Bull F1 car with the full DHL Stormers squad at DHL Newlands and interviews with SABC 3’s morning Expresso show in the build-up to the event, which guaranteed front-page media coverage nationally.
