DHL Express NZ brings DHL Super Rugby Pacific to life in new work via EightyOneX + DOT loves data

EightyOne X and DHL Express NZ have teamed up to bring DHL Super Rugby Pacific to life, with an innovative approach to tracking key moments in matches. And it’s all to do with delivery.

DHL’s brief was simple; come up with a new way to activate their DHL Super Rugby Pacific partnership, by linking DHL’s world class delivery service to the game of rugby.

When broken down, rugby is pretty simple: move a ball from one end of the field to the other via your team mates, to score more tries points than the opposition.  Just like DHL’s business; move items from one place to another through a series of hands….. and so, the idea was born.

Using DOT loves data’s AI Capability, the solution was to graphically tell the story of the match ball movement for the most exciting moments from DHL Super Rugby Pacific matches.  Throw in some statistical insights, and you’re providing fans of the game an in-depth snapshot of how pivotal moments in matches, can shape results.

After each round DHL “delivers each moment”  to create a rich snapshot of the important stuff throughout the DHL Super Rugby Pacific season.

At finals time, fans can order their favourite DHL Delivering the Moment from 2023, and they’ll receive a poster to hang on their wall to celebrate their teams’ success.

Says Dr Paul Bracewell from DOT loves data: “Over the last decade, our research into sports analytics have given us a unique insight into how to capture data that helps teams deliver wins. For us, the movement of the ball in a game of rugby aligns naturally with DHL’s logistics expertise to deliver under pressure.”

Client: DHL Express NZ Ltd
Agency: EightyOne
ECD: Chris Bleackley
Creative: Joe Stuart
Design: Greg Dyne
Account Direction: Paul Scoringe
Data Agency: DOT loves data