When a major competitor was experiencing extensive delays, which were affecting customers transporting good through their ports, DP World saw the perfect opportunity to demonstrate their key differentiator - their industry leading turnaround time of just 35 minutes.
Avoiding more traditional B2B PR tactics, we used audience insight to understand the B2B buyer, targeting them as a person first and a professional second.
To highlight the fresh produce which comes through the port we pitted Rugby World Cup winning legend and Celebrity MasterChef champion Phil Vickery against a truck driving veteran in a cook-off vs port challenge. Can Cliff the trucker get around the site in the time it takes Phil to cook a meal for 20 hungry port workers?
This humorous video was supported with media relations content and marketing materials. The campaign supported the port in winning 3 new shipping service contracts and a 25% year on year business growth for the port.
DP World - In & Out in 35
When DP World's largest competitor experienced IT failures, leading to huge delays for logistics companies, DP World wanted to reach out to their audience and demonstrate the efficiency of their service. Naturally, we did this with a Master Chef style challenge for