DHL’s new tagline in the Asia Pacific region is ‘All The Way’, which encapsulates the company’s belief in its can-do attitude, what it does, what it aims for, and how DHL would always go the extra mile for its customers.
With the world in the grip of soccer mania, DHL has shown a human side to its customers and employees through a newly released Asia Pacific Global TVC, where a DHL staffer with mesmerising ball skills makes his passion for soccer unmistakably clear by delivering a package safely and on time while adroitly controlling a football. The TVC has been created and executed by O&M, Singapore.
The similarity between DHL and soccer is the importance of delivering on time, every time. In soccer, it is imperative to score the goal before the final whistle blows. Likewise, in the logistics business it is important to deliver before the deadline.
Chandrashekhar Pitre, National Marketing Manager, DHL Express (India) Pvt Ltd, said, “The idea behind the soccer TVC is to demonstrate the parallels between DHL’s passion for delivery and soccer and what going ‘All The Way’ really means. Soccer involves a lot of moves, passes and set plays, but at the end of the day it is about going all the way to score a goal. Going all the way for DHL means being proactive and anticipating our customers’ needs. At DHL, the main focus has always been on delivery, on time, every time and looking for opportunities to provide better service to customers and avoiding potential problems. This is a very good platform for DHL to reach out to its customers and enhance its brand name.”
Kaizad Pardiwalla, Vice-President, OgilvyOne Worldwide, said, “The ad is all about a parallel between DHL’s passion for delivery and passion that soccer fans across the world share, especially during the World Cup.”
Commenting on the benefits of merging topical events with a brand’s message, Pardiwalla said, “Topical advertising registers well with customers and if the ad uses such a significantly large event and is effectively executed, it is consumed quite readily by the audience. This particularly happens as people are already attuned with the topical event.”
He further said, “The flip side is that everyone is talking soccer and this has lead to clutter as almost every current brand communication is done by using soccer as a platform. Though everyone is going soccer, people who execute innovatively will be noticed.”
The TVC also had an off-the-air angle to it with Deutsche Post World Net (DPWN), DHL’s parent company, organising an international soccer tournament in Germany for DHL employees. The tournament, held in Bispinger Heide, near Hamburg, Germany, had 2,500 DPWN staff and 24 teams from around the world participating in this tournament, vying for the crown of DPWN World Champions.
Underlining its global operations and the “globe within itself” status, DPWN currently operates in more than 220 countries, while FIFA has 207 members. The 24 teams that made it to the final round were from Europe, the Americas, Asia Pacific, the emerging markets, as well as from the host country Germany. Employees ranging from board members to couriers were selected from all DHL business units – DHL Express, DHL Global Forwarding, DHL Exel Supply Chain and DHL Global Mail.
While the FIFA World Cup creates a sense of oneness among soccer playing nations, DHL’s international soccer tournament fostered global bonding amongst employees from all over the globe.
As Scott Price, CEO, DHL Express, Asia Pacific, said, “Like most people around the world, DHL employees also love soccer. This tournament was the perfect medium to showcase this passion, whilst bringing employees from various offices across different continents closer together, enhancing camaraderie and team spirit. These are the very qualities that have made DHL a resounding global success.”
For the record, DHL is also associated with cricket and rugby in Australia, and the Mumbai Marathon, which will be held in January 2007.