DHL Express identified the need to diversify their global partnership portfolio to reach a younger demographic; the next generation of business leaders.
With over 500,000 employees globally, an ambition for DHL’s partnerships is to engage and reward their diverse internal audience.
Collaborating with the world’s biggest music company, Universal Music Group, and their roster of talent, helped DHL create a world-beating music platform. Genuine business opportunities helped strengthen the partnership, enrich the story and demonstrate DHL’s authentic role within the music industry.
DHL FAST-TRACK was developed to connect studios, artists, and fans, taking them from a local to a global audience. Artists from Europe, USA and Asia created a truly global campaign with a diverse range of musical genres and activations.
Zoe Wees kickstarted the campaign with her first-ever live performance. Four tracks from the show were cut live-to-vinyl at Abbey Road Studios and won by fans and employees. The LP was delivered directly to winners courtesy of DHL Express.
Next, LA-based R&B duo Emotional Oranges delivered a performance from Capitol Studios and collaborated on a unique capsule collection. Five lucky fans received a digitally fitted garment, the first ever digital merchandise by a UMG artist, with runners-up securing a sustainable co-created t-shirt delivered by DHL Express.
Year one wrapped with Japanese trio, Cidergirl, who released a co-created anime music video following DHL courier Lilys story. Fans and employees had the chance to own a unique piece of art from the film, delivered directly to fans via DHL Express.