DHL launches RWC integrated campaign led by 'Speed of Yellow' spot created by 180 Amsterdam

Screen shot 2011-09-12 at 2.25.52 PM.jpgIn conjunction with the Rugby World Cup 2011, DHL, the Official Logistic Partner of the Tournament, has launched an integrated marketing campaign called the Speed of Yellow which will see the brand's mantra - speed and excellence, both simply delivered - brought to life through dedicated experiential and advertising initiatives, including the launch TVC created by 180, Amsterdam, which started running elsewhere in the world in June.

Screen shot 2011-09-12 at 2.32.47 PM.jpgThe first arm of the campaign will involve the launch of the DHL live site, a dedicated space in Sydney's Darling Harbour where fans can watch their favourite team on the big screen. For the duration of the Tournament, the DHL live site will house three giant floating screens which will broadcast every Fox Sport-aired game played live throughout Rugby World Cup 2011. 

Screen shot 2011-09-12 at 2.36.26 PM.jpgThe concept behind the activation space, created by experiential Sydney-based agency Traffik, is that it will become a hub for Sydneysiders to gather and watch their favourite team in their quest for World Cup glory. The site will also engage consumers through an onsite kick-off promotion called Speed of Yellow Kick 4 Tix. the activation will give fans the chance to top the leader board by out-kicking their favourite football star.

The second arm will be a dedicated advertising campaign which will run across broadcast, print, digital, radio and out-of-home space. The print component has been localised by Clemenger BBDO, Sydney. Focusing on the express shipping needs of industries and DHL's expertise in delivering on-time, every time, the campaign will start rolling out from today (Monday 12th September 2011), with highlights to be screened as an exclusive first-look down at the DHL Live when it launches this week.

"We are thrilled to be bringing this year's Rugby World Cup 2011 live to Australia through the dedicated live site we've built down at Sydney's iconic Darling Harbour. It also provides the perfect backdrop for us to launch the Speed of Yellow campaign on Australian shores, an initiative which we believe echoes the essence of what DHL is all about: express and excellence, both simply delivered," said Gary Edstein, Senior Vice President, DHL Express Oceania.

DHL is the Official Logistic Partner of Rugby World Cup 2011, and will deliver more than 2.5 tonnes of the Australia Wallabies' team equipment to New Zealand in their quest for RWC glory.

DHL is delivering the team freight of all 19 Rugby teams travelling to New Zealand to participate in RWC 2011. During the Tournament, teams from five continents will play 48 matches at 12 venues. There will be at least 130 domestic team freight moves including those for the local New Zealand team, and at least 200 operational freight moves, with DHL's dedicated vehicles travelling 30,000 kilometres throughout New Zealand during RWC 2011.

In addition to the team equipment, DHL will store and deliver uniforms and other official Tournament equipment from training grounds to playing venues around New Zealand. 


Jack Sparrow said:

Proof that big agencies running big bits of business don't always create big ideas. No doubt it will blend in with all the other Rugby World Cup sponsorship advertising which is equally woeful.

is this war? said:

Looks a bit scary to me !

ich said:

one big shit ad

awg said:

it's alright, excellence delivered is a crap line.

Fedex said:

DHL delivering stinky cheese all over the world.

Ad Historian said:

Oh Good Lord - even without referencing UsedTube I know that this track (euphemistically called an 'idea' for superior delivery) has been used for FedEx in the States and Pizza Haven in Adelaide.

Fer f@ck's sake....

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