DHL EEMEA - Dubai

BRIEF

DHL EEMEA approached us to launch their internal campaign, Pole Position, for 2007. They were keen to illustrate to the internal staff that they had had a successful year previously but they were heading for an even better year in 2007.

OUR RESPONSE

Maverick's response was to capitalise on the extensive linkage between F1 racing and their business. To launch Pole Position we completely took over the Dubai Autodrome, creating an entire conference venue within the pit lane garages. We developed a range of team games involving various driving and pit-stop challenges. The 200+ senior managers spent an exciting two days both on and off the track becoming fully immersed in the new DHL internal messaging.

THE RESULTS

DHL EEMEA felt the event was "the best event they had ever had" and it successfully re-energised the senior management team for the challenges they face in the year ahead