DHL Africa: #AfricaAsOne

This case study demonstrates how DHL Africa, which is part of the world's leading postal and logistics company, Deutsche Post DHL Group, leveraged its Official Logistics Partner for Rugby World Cup 2015 status in Africa.

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...

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