In 2021 the European Tour became the DP World Tour, transitioning DP World from a logistics partner to a title partner.
To convey this message to its target audience, DP World required a hero idea that would effortlessly convey their capabilities as an end-to-end logistics provider, using the platform provided by the title partnership and the tour.
Our challenge was to find a connection between the world of elite golf and the world of global supply chains – a connection that would seamlessly unite the two and give DP World an opportunity to demonstrate their capabilities through the lens of golf.
The second life container was born.
The idea was simple, collect used and unwanted golf balls at DP World Tour events through a variety of means, giving them a second life in grassroots golf projects around the world, whilst helping to grow the game of golf globally – a key pillar of the partnership.
Through a year-long PR campaign, the second life container increased DP World’s visibility in the sports/golf sector and showcased its end-to-end supply chain solutions.
It highlighted DP World’s logistical expertise and network by using multimodal transportation for its journey, whilst connecting DP World’s B2B logistics capabilities with golf/ sports.
Most importantly it provided golf balls to thousands of people to help to grow the game of golf globally and drive positive community impact, whilst also helping to reduce the impact of environmental hazards caused due to lost golf balls and re-circulating golf balls into the golf cycle.