MERCEDES-BENZ FASHION WEEK RUSSIA...show of famous Russian designer Vyacheslav Zaitsev. Before the show guests visited DHL stand and had a welcome reception (food, drinks and beverages

DHL Express Russia / Marketing Communications / October 2018

OCTOBER 2018

MERCEDES-BENZ FASHION WEEK RUSSIA

Activation in Russia

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DHL – OFFICIAL LOGISTICS PARTNER OF MBFWR

Marketing Communications Russia / October 2018

Mercedes Benz Fashion Week Russia (MBFWR)

October 13 – 17, 2018

Venue: Moscow, Central Exhibition Hall “Manege”

DHL’s STATUS

Right to be the sole Official logistics partner of the event and exclusive partner in its category.

The status “Official logistics partner” for MBFWR.

KEY TARGET

To use MBFWR as opportunity to promote the DHL brand and to underline that DHL is an experienced

partner and express-delivery operator for the fashion business and textile industry.

In addition to gaining new sales leads and prospects, MBFWR is also a great opportunity to develop and

strengthen relations with key customers.

| March 2016

Mercedes-Benz Fashion Week Russia

October, 13-17 2018

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DHL AND MBFWR / OCTOBER 2018 / DHL LOGO AND MENTIONINGS


The status of The Official Logistic Partner

DHL name or logo in the following materials:

advertising materials in mass-media;

advertising materials in outdoor advertising;

advertising materials in the Internet;

mentioning in PR materials.

DHL logo – on the following materials:

main entrance banner;

brand wall;

DHL commercial on a video wall;

indoor branding at catwalk;

logo at the backstage;

logo and mentioning in the ‘Navigator” (catwalk schedule)

banner on the web-site with hyperlink to dhl.ru

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Mercedes-Benz Fashion Week Russia official schedule

6 Marketing Communications Russia / October 2018

DHL AND MBFWR / MARCH 2018 / DHL LOGO AND MENTIONINGS

Logo at the press wall

DHL video on live video wall; video announcement of

DHL as an Official Logistics Partner after each show



DHL logo at MBFWR website in the «Partners»

section

DHL banner with the hyperlink to

dhl.ru at MBFWR website


MERCEDES-BENZ FASHION WEEK RUSSIA SCHEDULE (NAVIGATOR)

Navigator is an official MBFWRussia’s schedule printed in 10 000 copies.

It includes information about catwalk shows and special events.

DHL ADS page and logo in Navigator; Status of DHL as the Official Logistics Partner



DHL AND MBFWR / OCTOBER 2018 / DHL BOOTH

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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018


DHL branded area at MBFWR

Within partnership we have 18 sq. m branded stand.

During FW the stand was used as an entertainment area for FW

visitors.

DHL stand was created as an air cargo container; one wall of the

stand was decorated with DHL boxes. Several fashion clothes

from capsule collection by VETEMENTS x DHL were presented at

the stand. Guests and FW visitors took pictures in Vetements

clothes or with our models in Vetements clothes, published their

content and photos on the Instagram with special hashtag

#rudhlxvetements and got DHL branded giveaways.

Every two hours the hosts on DHL stand announced winners –

those, who managed to get maximum likes and shares on the

Instagram and gave them a special giveaways (yellow

shopping bags).

More than 400 guests took part in the activity

188 publications with hashtag #rudhlxvetements in Instagram

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Activities at DHL branded area at MBFWR

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DHL CUSTOMER EVENT AT MBFW RUSSIA / OCTOBER 2018


DHL Customer Event on the MBFWR venue

On October, 16 we invited 60 DHL customers to the

show of famous Russian designer Vyacheslav

Zaitsev.

Before the show guests visited DHL stand and had a

welcome reception (food, drinks and beverages

which were served at the VIP-lounge of Mercedes-

Benz Fashion Week venue).

After the show our guests were invited to the “Behind

the scene tour”.

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DHL CUSTOMER EVENT AT MBFW RUSSIA / OCTOBER 2018


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In order to engage DHL employees,

we arranged a lottery devoted

to DHL’s partnership

with Mercedes-Benz Fashion Week Russia.

Two winners received the unique

opportunity to attend the fashion show of

famous Russian designer Vyacheslav

Zaitsev.

Fashion Week Lottery for employees:

• 87 participants

• 2 winners got invitations (for two

persons each) to the Fashion Week

show of Vyacheslav Zaitsev

MBFWR / OCTOBER 2018 / EMPLOYEES ENGAGEMENT



MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018 / PR

Press-release in collaboration with Mercedes-Benz Fashion Week Russia was included into official press-

kit spread among journalists by Mercedes-Benz Fashion Week Russia.

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Press-release presenting VETEMENTS x DHL

collaboration and promoting DHL as a reliable

partner for fashion industry was disseminated

in the Media.

There were 25 publications in fashion and

general interest media, mentioning DHL as

official logistics partner of the Fashion Week.


MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018

MEDIA OUTCOMES

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Due to the opportunity to display at the DHL area

fashion pieces from the VETEMENTS x DHL capsule

collection the additional media attention has been

attracted.

One of the leading online media about fashion, beauty

and modern culture, The Blueprint, published a news

article about DHL presence at the MBFW Russia. The

Blueprint audience includes both professionals and

ordinary people interested in fashion and culture. It has

1,500,000+ page views per month and 200,000+ unique

visitors per month.

Moreover, there was a publicity on 360 TV channel. It is

one of the top-20 regional TV channels. The audience

amounts to about 40 million people. Youtube channel

has about 100,000 subscribers.

Some media described DHL as the adept of

‘Sustainable Fashion’ concept. The prize of the contest

organised among the DHL booth visitors was “avoska”,

a trendy string bag, like from Celine collection but made

by the blind people and people with visual disabilities.



MEDIA OUTCOMES

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The main goal of social media activations was to reinforce the visibility of DHL as a leading provider of logistics

services for fashion industry and to benefit from the image of a long-term worldwide partner for Fashion Weeks.

The first activation was realized before the MBFW Russia in a form of a contest with the invitations to FW shows

as a prize. It was organized for followers in Facebook, Instagram and VKontakte. The participants had to write

short poetry combining words connected with DHL and fashion. As a result of the activation the Facebook post

gained reach of over 13,500 of users, Instagram gained 101 views, and about 715 in Vkontakte.



SOCIAL MEDIA ACTIVATION

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The second social media activation was realized during the MBFW Russia in Facebook, Instagram and

VKontakte and it was aimed at presenting VETEMENTS x DHL collaboration and attracting the visitors to the

DHL area. As a result of the activation the Facebook post gained reach of over 1,800 of users, Instagram gained

317 views, and over 500 in Vkontakte.



SOCIAL MEDIA ACTIVATION



SOCIAL MEDIA ACTIVATION The video about sensational capsule collection VETEMENTS

x DHL showcased at the DHL area was published at the

official account of MBFW Russia on Facebook, Instagram and

VKontakte. The Instagram post gained 9,802 views, Vkontakte post gained

8,700 views, Facebook post gained 206 views.

https://www.facebook.com/MBFWRussia/posts/20008719866

37734

https://www.instagram.com/p/BpCTqSoFv_6/?taken-

by=mbfwrussia





https://www.instagram.com/p/BpCTqSoFv_6/?taken-by=mbfwrussia





We’ve focused on micro-influencers, the

bloggers with far fewer subscribers than their

million-plus peers, but still having trust and

close relationship with the audience. In

collaboration with Mercedes-Benz Fashion

Week Russia we have attracted to the DHL

area some micro-influencers inspired by the

VETEMENTS x DHL collaboration.

The micro-influencers were photographed in

DHL x Vetements clothes and made posts

with photos at their accounts on Instagram

afterwards.

The audience of micro-influencers varies from

10K to 215K followers, the posts gained a lot

of positive reactions (from 563 to 9,798).


MICRO-INFLUENCERS



MICRO-INFLUENCERS

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Marketing Communications Team Russia

THANK YOU!

Documents

MERCEDES-BENZ FASHION WEEK RUSSIA...show of famous Russian designer Vyacheslav Zaitsev. Before the show guests visited DHL stand and had a welcome reception (food, drinks and beverages