Case Study: Partnering with Bright Partnerships for DHL’s Race Weekend Activation
In July 2024, DHL aimed to create an engaging and immersive brand experience for motorsport fans during race weekend. The primary goal was to encourage fans to interact with DHL’s on-site activities while also generating dynamic content for social media.
We partnered with Bright Partnerships to provide both a model/actor and a brand ambassador who would enhance fan engagement and support content creation. The strategy was designed to not only bring DHL’s brand to life in a playful and energetic manner but also to ensure that the content produced would have a strong digital presence, reaching audiences far beyond the live activation.
Our Approach:
To bring DHL’s vision to life, we carefully selected a model/actor who would be able to embody a playful and mischievous character. This role required dramatic actions rather than spoken lines, ensuring that the actor could use exaggerated gestures and expressions to engage with the audience as he was wearing a helmet. The choice of a non-speaking part was strategic, allowing the character to be universally relatable and easy to understand across different cultural and language backgrounds. The actor’s dynamic presence was crucial in attracting attention, creating an element of surprise, and encouraging spontaneous interactions with fans.
In addition to the actor, we also provided a brand ambassador who played a pivotal role in the event’s execution. The brand ambassador was responsible for actively engaging with attendees, guiding them through DHL’s activations, and ensuring maximum participation in the interactive elements of the event.
Execution:
The activation took place across multiple high-footfall locations in London, strategically chosen to maximise brand exposure and fan interaction. Each location was carefully planned to align with the movement of motorsport enthusiasts and general audiences, ensuring that the event captured both targeted fans and casual passersby. The execution involved both live fan engagement and a structured content shoot, designed to create compelling material for digital marketing purposes.
One of the key elements of the activation was the on-site fan engagement. The model/actor played a crucial role in bringing excitement and energy to the event, performing in a way that naturally drew in crowds. The mischievous and playful character interacted with fans in a lighthearted and entertaining manner, making the experience memorable and shareable. Fans were encouraged to take part in DHL’s activities, engage with branded elements, and capture moments with the character. This approach helped create a sense of fun and enthusiasm around DHL’s presence, reinforcing the brand’s association with speed, excitement, and reliability.
Results:
The activation successfully increased fan engagement by creating a high-energy and interactive brand experience. The combination of a charismatic actor and an energetic brand ambassador proved to be an effective strategy in drawing crowds and encouraging participation in DHL’s activities. Fans were not only entertained but also became actively involved in the event, helping to reinforce DHL’s connection with motorsport enthusiasts.
Beyond the on-site interactions, the content shoot provided high-quality material that was used to amplify the campaign’s impact. The photos showcased DHL’s presence in an engaging and visually compelling manner, making it an effective tool for social media engagement.
In addition to the immediate engagement and content success, the campaign also contributed to expanded brand visibility. By hosting the activation at multiple locations in London, DHL was able to reach a diverse audience, including both motorsport fans and the general public. The widespread reach of the activation, coupled with the online presence of the content, ensured that DHL’s messaging was effectively communicated to a broad demographic.
Conclusion:
Our collaboration with Bright Partnerships proved to be a highly successful strategy in elevating DHL’s presence during race weekend. By combining live engagement with digital content, we created a brand experience that left a lasting impression on motorsport fans both on-site and online. The campaign demonstrated the power of strategic partnerships, well-executed activations, and dynamic content in creating a memorable and impactful brand presence. Moving forward, this approach can serve as a model for future activations.