DHL Africa: #AfricaAsOne
Britt Adami, Kaybee Ntloana and Cathy van Zyl
Campaign details
Brand: Africa As OneBrand owner: DHL AfricaLead agency: 7 Different Kinds of Smoke, HaveYouHeardCountry: South AfricaIndustry: Business services, Charities & voluntary organisationsChannels used: Online video, Social media, Word of mouth, advocacyMedia budget: 500k - 1 million
Executive Summary
As the Official Logistics Partner for Rugby World Cup 2015, DHL Africa decided to leverage the partnership in Africa, which is historically synonymous with soccer, or football.
The campaign dynamic was simple: just as a rugby...