As a part of its ‘Africa as One’ campaign in the run-up to the Rugby World Cup, DHL invited Londoners to test their sporting skills for the chance to win tickets to the event itself. The campaign was booked with JCDecaux and planned by Smart Live.
DHL has been on an ambitious journey over the last 11 months to pass a single rugby ball from hand to hand through 45 countries, starting in Cape Town, to raise money for the World Food Programme’s Tackle Hunger campaign. Each step was captured on camera.
DHL matched the donations made during the campaign that will be used to help the charity provide school meals for children in Africa.
Making the epic journey in branded Land Rovers, the ball reached its final destination in Canary Wharf, London, on the 14th September, where it remained until the 16th.
Members of the public were able to show off their skills by drop kicking the ball through a target for the chance to win rugby gear and tickets to the Rugby World Cup. Rugby ‘tricksters’ were also present to entertain and keep spirits high.
Megan Collinicos, Head of Advertising & Public Relations for DHL Express Sub Saharan Africa said that the tour wasn’t just about rugby, it was about showcasing Africa to the rest of the world: "We wanted to make a difference in each country, as well as capture Africa in her everyday routine, highs and lows in order to share this beautiful continent with the rest of the world.”
"Our dream of sharing Africa's beauty and culture with the rest of the world is now a reality. We have received a fantastic response to our campaign with over 26 million YouTube views on our Africa As One country episodes to date," she added.
Owning the gateways to the games, JCDecaux provides airport, roadside and rail opportunities that will reach national and international visitors in close proximity to all venues. JCDecaux can also offer flexible and bespoke national broadcast solutions to deliver unprecedented, standout brand presence at this spectacular event.
To find out more about JCDecaux’s Rugby World Cup offering, please contact your account manager or email