The challenge was to raise awareness of DHL Express Africa As One and raise money for the the World Food Programme in the build up to the 2015 Rugby World Cup.
We firstly identified locations with high footfall, good dwell time and the target demographic - rugby fans. Canary Wharf was chosen for a three day activation the week prior to the RWC opening ceremony. Our pop-up housed the DHL branded Land Rover and had giant screens showing content about the charity appeal and the journey. We also used skilled performers to attract the audience and had a series of rugby challenges offering guests the chance to win tickets to the Rugby World Cup, including a kicking challenge built into the activation. Over 1,000 people directly interacted with the brand experience and the event managed to raise over £10,000 for the World Food Programme!