1 1 Formula 1 Campaign | Australia | April 2017

FORMULA 1 CAMPAIGN AUSTRALIA APRIL 2017

LEVERAGING GLOBAL SPONSORSHIPS TO BOOST LOCAL REVENUE

Roberta Camargo

Senior Marketing & Customer Insights Executive, Oceania

2

OBJECTIVES

• Target new business by adding a ‘referral component’ to the campaign

• Continue targeting Shipments per Day (SpD) growth, aligned with our Global and

Regional sales targets

• Promote employee engagement under the Employer of Choice pillar via staff leads

incentive competition

• Leverage global sponsorship assets, minimizing local cost plus boosting local

revenue and SpD

3

TARGET AUDIENCE | CUSTOMERS

1. New business – referral

2. FieldSales and TeleSales downtraders

3. MCA (multi-channel account) customers with no revenue in 2016

4. COMET suspects

5. Current pipeline opportunities (sell against Purple competitor)

4

CREATIVE & CONCEPT

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CREATIVE & CONCEPT

• The eDM was sent to customers inviting them to

register via the campaign website for a chance to

win the major prize: a trip for 2 people, tickets to

the Torque Bar (valued at $1,195 each), 2 night’s

accommodation, plus flights for two.

• A 2nd landing page then appeared asking if they

would like to refer a new business for a chance to

win $5k worth of shipment credit.

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CREATIVE | WEBSITE PAGE 1

7

CREATIVE | PAGE 2 “REFERRAL”

8 8 Formula 1 Campaign | Australia | April 2017

INTERNAL COMPETITION

STAFF INCENTIVE

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PRIZES

An internal competition was created to encourage CS, Retail team and

Telemarketing team to generate new business leads.

The top

performer (staff)

was flown from

BNE to MEL to

attend the Grand

Prix “staff day”

on Friday, with

flights and

accommodation

paid.

10

CRITERIA

Points:

• Customer Service Staff: 3 x points for each new lead submitted

• Retail Team Staff: 1 x point for each new lead submitted

• Business Assessment Team: 1 x point for each lead qualified + 5 x points for leads that become an

opportunity and reach at least stage 3

What classifies as a ‘new lead’?

• It represents a legit business opportunity for DHL Express and;

• It is an international shipment business opportunity (no domestic shipments) and;

• It has an ABN number and;

• It is an onshore potential opportunity (and not DHL's businesses from offshore accounts) and;

• It is a brand new lead and not an opportunity from a current customer (DHL account holder)

• Or a DHL customer that has not shipped for a least 6 months (zero revenue)

11 11 Formula 1 Campaign | Australia | April 2017

RESULTS

INITIAL NUMBERS

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AU F1 2016 CAMPAIGN RESULTS CAMPAIGN DATES: 01 FEB TO 28 FEB 2017

1,869 total registrations

292 referrals from customers

219 customer service leads

24,828 total TDI shipments

during campaign period

5,351 current customers

incremental shipments (YoY)

$3,257,178 total

revenue during campaign period

$559,298 current

customers incremental

revenue (YoY)

TDI Shipments - YoY TDI Revenue - YoY

Feb-15 Feb-16 AU April 17

19,477 19,477

5,351

0

5,000

10,000

15,000

20,000

25,000

30,000

27%

2,697,880 2,697,880

559,298

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

20%

Referral and CS Leads

CS leads: 40 x qualified

TPR: $76,902

Referral leads: 15 x

qualified

TPR: $48,715

Total New Biz: $125,617

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CUSTOMER WINNER

The Sydney Field Sales customer, Costume Box, was the lucky winner of the 2017 F1

Campaign, sending 348 x TDI shipments during promotion period against 244 x TDI

shipments the month before, an uplift of 142%

Hi Roberta, Thank you so much for the lovely

weekend away. Nikki and I thoroughly enjoyed our

Grand Prix weekend in Melbourne, it was quite a

unique experience (for two ladies who would not

normally pay too much attention to International

Formula One!). Our host on Saturday (Natalie) was

very lovely and the service and food were very

good. (Unfortunately, we didn't manage to meet up

with Alex on Sunday, we were there, but did quite a bit

of roaming on the second day so missed each

other). All in all, it was a great prize to win, the racing

was amazing and we were particularly in awe of the

air displays. Huge thanks DHL!!

Kindest Regards, Roma & Nikki

Roma Burke, Director – Costume Box

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STAFF WINNERS

Aaron Reed (CS), Ryan Tadic

(Telemarketing) and Ellie Wood

(Retail team) submitted the most

number of leads in their

respective departments and were

the winners of the leads

campaign in AU and the prize

was tickets to the Formula 1

Melbourne Grand Prix, with flights

and accommodation paid for.

15 15 Formula 1 Campaign | Australia | April 2017

THANK YOU