Event DHL Express global advertising campaign “The Speed of Yellow”
Organiser Luminous
Venue Café Deco and The Peak Tower, Hong Kong
Group size 250
Date May 31
The brief
DHL Express wanted to launch its new global advertising campaign in Hong Kong for the world premiere featuring “The Speed of Yellow”. The brief was to conceive a launch with maximum impact during a cocktail reception for key clients, internal staff and regional media. The goal was the launch itself and to firmly establish how DHL Express operates with a focus on excellence simply delivered.
Challenges
DHL provided the final brief three weeks before the actual event date. Luminous suggested a unique method of delivering DHL’s campaign message by using a 3D projection on to a public building. This was to provide the “wow” factor for DHL’s attendees, with the additional benefit of delivering the message to the public.
Luminous strategically decided to match the event location with the theme song of the campaign – Ain’t No Mountain High Enough, a big 1970 hit for Diana Ross. Finding the appropriate building was a challenge. “It was difficult finding the right place in Hong Kong,” says Monique Ng of Luminous. “However we were fortunate to have Café Deco and The Peak Tower as our first choice.”
The projection was subject to approval by property management. “Approval was given thanks to the help of Café Deco team,” says Ng. “The negotiation process took over a week with The Peak Galleria Shopping Centre and The Peak Tower. As public spaces were involved, the technical infrastructure was carefully designed to require minimal overnight set-up before the event.”
Execution
The launch complemented an Asian programme so regional media were also invited to the event. The Hong Kong launch was attended by 250 people, mostly internal staff from across Hong Kong, China and Taiwan, and key clients.
Entertainment was provided by a brass band playing in sync with a deejay. Café Deco was fitted out with a yellow theme to match DHL Express’s logo. Hostesses were dressed in tailor-made costumes, following the theme of “The Speed of Yellow”. Their costumes also featured yellow LED lighting.
DHL Express global CEO, Ken Allen, and VIPs triggered the unravelling of the giant banner from The Peak Tower rooftop. A bespoke laser show projection followed, showcasing DHL’s service followed by the world premiere of its television commercial projected onto the banner. DHL staff watched the launch from the balcony of Café Deco.
The projection was hosted 200m away from the huge dropdown screen hanging from The Peak Tower. “The key moment created a public buzz due to the number of people outside who could all see the banner and the exciting action,” says Ng.
Comment
DHL Express was happy to have visualised “The Speed of Yellow” in a live environment. The speed and efficiency of the event embodied the “can-do attitude” of the brand. The client was also happy to produce a world-class event in less than a month from start to finish.