DHL, official logistics supplier to the 2019 Rugby World Cup, rolled out on epic campaign of activations through 2018 and 2019, spanning the trophy tour, grassroots global amateur games, fundraising, gaming, match ball delivery, in-stadium and social initiatives, ticket promotions, plus hospitality and employee engagement programmes.
Agency: Bright Partnerships
Other organisations: Adrivo, Brand Brewery
DHL’s overall ambition around the RWC was to engage rugby fans globally through emotional moments both on and off the pitch, in line with the global brand platform – ‘Moments that Deliver’ – that stretches across all its sponsorships.
By helping the tournament run smoothly as official logistics partner, DHL could also showcase its logistical expertise to the world.
The four specific objectives for the campaign were:
Drive fan engagement and reach beyond previous RWCs
Continue to humanise the DHL brand and celebrate the company’s 50th anniversary
Celebrate Japan and its debut as the RWC hosts
Grow the game amongst supporters and players, from the professional elite to amateur grassroots
While ‘Epic Moments’ was a global campaign with a single consistent message across 50 markets, it centred on Japan, the host of RWC 2019 and a key DHL market.
Thus, planning of the activation was also based on understanding Japanese culture and the country’s attitudes towards rugby: particularly the idea that the Japanese rugby team and its fans embody rugby’s values of fairness, passion and dedication.
The word ‘Epic’ (from the campaign title) has no direct Japanese translation, so the DHL team transliterated the word into Japanese as ‘Epiku’ (エピック).
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