DHL Case study THE FOOT BOWL SHOOTOUT [video] by Grey Worldwide

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Industry Postal, Courier, Shipping & Freight services
Media Case study
Market India
Agency Grey Worldwide
Executive Creative Director Rohit Malkani
Creative Director Bhavesh Kosambia
Released December 2012

Credits & Description

Advertiser: DHL
Category: Business Products & Services
Art Director: Bhavesh Kosambia (GREY WORLDWIDE INDIA)
Creative Director: Bhavesh Kosambia (GREY WORLDWIDE INDIA)
National Creative Director: Malvika Mehra (GREY WORLDWIDE INDIA)
Senior Vice President - Client Services: Kaizad Pardiwalla (GREY WORLDWIDE INDIA)
Associate Account Director: Mudassir Ansari (GREY WORLDWIDE INDIA)
Vice President/Director - Client Services: Vineet Singh (GREY WORLDWIDE INDIA)
Senior Account Executive: Karishma Yadav (GREY WORLDWIDE INDIA)
Copywriter: Rohit Malkani (GREY WORLDWIDE INDIA)
Executive Creative Director: Rohit Malkani (GREY WORLDWIDE INDIA)
National Creative Director: Amit Akali (GREY WORLDWIDE INDIA)
We created a 'special' football made entirely of DHL packing material, then took it around to malls and public spaces where we organized a penalty shootout. People were encouraged to beat the goalkeeper and find the back of the net. Goodies were given away to the winners. BUT the surprise was left for the last.At the end, the emcee picked up the same ball that had been kicked around mercilessly and dramatically sliced it open, revealing an intact glass bowl with a message at the bottom; 'WANT FRAGILE GOODS DELIVERED SAFELY? LEAVE IT TO US. CALL 18002001345.'
In just two weeks after the event, the DHL call center experienced a 27% increase in calls regarding fragile goods with over 1200 calls coming in.
The Foot Bowl combined DHL's expertise and their association with football (official Logistics partner of Manchester United) in an interesting direct mailer that enabled people to experience DHL's capabilities for themselves. The surprise and delight of finding an intact glass bowl in the centre of the ball they had just kicked around, was enough to convince them about who to call the next time they had fragile goods to be sent.
Client Brief Or Objective
DHL is the global market leader in logistics, but in India they wanted a larger slice of the pie. We hit upon a unique and direct way of convincing prospective customers that DHL should be their first choice.