INTERNAL USE ONLY

Deutsche Post DHL Group

DHL & ESL ONERoadbook 2020

INTERNAL USE ONLY

2

1 DHL & ESL One

• DHL & ESL One partnership overview

• DHL & ESL One partnership benefits

• Strategic approach

2 ESL Overview

• Why ESL?

• ESL at a glance

• Game Overview: Dota 2 and CS:GO

• ESL One 2020 events

3 Activation for Business Value

• 360 activation overview

• Event Space Activation Examples

• VR Mini Game: DHL Box Stacker Pro

• Mobile App Game: DHL EffiBOT Dash

• Social Promotion: DHL EffiBOT Chatbot

• Event Space Activation - Prize Examples

• Event Space Activation - Surprise Box

• Global content creation

• Activation assets to leverage

• Ticketing and hospitality overview

ESL Roadbook 2020

CONTENTS

4 Activation Support

• Toolbox for activation

• Example Video Assets

• InMotion Blog

• Digital channels for partnership activation

• Approvals

• Planning road map

• Spending guidelines

• Compliance guidelines

• Post-activation feedback

5 Useful Contacts

INTERNAL USE ONLY

3

DHL & ESL ONE

• DHL & ESL One partnership overview

• DHL & ESL One partnership benefits

• Strategic approach

INTERNAL USE ONLY

4

DHL & ESL ONE PARTNERSHIP OVERVIEW

DHL is the First Mover in the Logistics Industry and one of maximum 5 Global Partners in the ESL eco-system (owned & operated products)

• DHL is the Official Logistics Partner to ESL One

• DHL are responsible for safe delivery of all ESL equipment from

staging & branding to computer equipment & players’ chairs

Millennials & Generation Z First Mover in logistics

industry

TARGET GROUP POTENTIAL BRANDING POTENTIAL

NEW CORPORATE IDENTITY FOR ESL

New ‘Camouflage’ Brand Colors New Esl One Logo

Sources: Newzoo Global esports Market Update March 2018

ESL Roadbook 2020

INTERNAL USE ONLY

5

DHL & ESL ONE PARTNERSHIP BENEFITS

• In-game logo placement

• TVC 15 seconds

• Logo at show closer

• Integration in partners’ raffle using a DHL ‘Surprise Box’

• Audio cue

• DHL presenting of segment: ‘Highlights of the Day’

• DHL Drop segment shown once per arena day in the main broadcast

• Coverage in all ESL Social Media (FB, Twitter, Instagram, Snapchat, Newsletter)

• Global exposure of dedicated ESL X DHL content

• Engagement campaigning

• Official hashtags

• All marketing collaterals printed, digital & online before, during and after an event

• Branding at events, e.g. backdrops, interview walls, banners, etc.

• Creation of dedicated content segments following DHL sponsoring positioning ‘Moments that Deliver’

• Production by ESL

• Broadcasted before, during and after each event

• Access to esports influencersin the ESL eco-system, e.g.moderators, analysts at an additional cost

(per event allocation)

• 20 VIPs allowed to attend in total. Option to reallocate tickets per day.

• 15 grandstand weekend tickets & 2 premium tickets. Only one ticket allocation per name

• OPTION to book VIP lounge (on additional budget)

• 1 backstage tour

Social MediaIntegration DHL Logo

Streaming Placements

at ESLchannels

Use of Influencers

ESL X DHL content

‘Moments that Deliver’

Ticket & Hospitality

ESL Roadbook 2020

INTERNAL USE ONLY

6

STRATEGIC APPROACH: CONTRIBUTING TO BUSINESS SUCCESS OF DHL THROUGH LEVERAGING PARTNERSHIPS

Objectives

Reinforce DHL’s brand

leadership and

positioning

Enhancing the image

through association

with the ESL

Increase awareness of

logistics expertise, and

the capability of our

worldwide

network

Build relationships

with existing business

partners and generate

new business

opportunities

Opportunity to use ESL events to invite customers and media to a unique DHL experience and look behind the scenes at one of the world’s biggest gaming events

Customer & Media Engagement

Showcase DHL’s global logistics capabilities and our role in delivering ESL around the world - transporting priceless technology and equipment against tight deadlines

Logistics Showcase

Raise awareness of the partnership amongst esports fans by creating engaging content that appeals to their interests and reflects DHL’s own brand qualities

Content & Storytelling

Convincing minds

Shape the Group’s profile as an innovative and sustainable growth company

Winning hearts

Strengthen emotional bonding with key stakeholders internally and externally

ESL Roadbook 2020

INTERNAL USE ONLY

7

ESL OVERVIEW

• Why ESL?

• ESL at a glance

• Games overview: Dota 2 vs CS:GO

• ESL 2019 Highlights

• ESL One 2020 events

INTERNAL USE ONLY

8

The most relevant players in the esports eco-system and their potential

for the DHL brand has revealed best fit with ESL Electronic Sports League

platform

End-to-end content – media house and content publisher in one

Focus on brands and their native integration

Influencer network in place

Independent analysis of games & leagues, chance for quick reaction

to trends and launch of new games

Platform aims to not over-commercialize – maximum number of partners

for entire series on global level

One-stop-shop with content creation, production and distribution for

dedicated partner content with high relevance for the target group

Compelling logistics case with high potential for further business as

preferred partner with other suppliers

WHY ESL?

We aim to building a long-term, strategic partnership in the esports eco-system

ESL Roadbook 2020

INTERNAL USE ONLY

9

ESL AT A GLANCE

• ESL owns and operates leagues and tournaments for all levels of

players, from grass root amateur cups to professional esport athletes

• ESL unites Club World Cup, Championships League and League Titles in

one – in more than 14 countries (2017)

• Major game titles are Dota 2, Counter Strike, PlayerUnknown’s

Battlegrounds, StarCraft and League of Legends

• Founded in 2000, ESL is based in Cologne, Germany with more

than 13+ offices worldwide and over 550 employees

• Content live stream distribution via Facebook, YouTube, Twitter,

Twitch and 10+ national TV broadcasters

– ESL’s tournaments and leagues reached over 200M unique

viewers in 2017

– Genting 2018 (Malaysia), 66M unique viewers for live broadcast in

2018 (up 93% from 2017) and 6M social media video views in 2018

(up 500% from 2017)

• ESL is a brand of Turtle Entertainment and part of the international

digital entertainment group MTG (Modern Times Group)

ESL is the world’s largest esports provider with 7.9 million registered players that play in over 50,000 amateur tournaments per month on ESL platforms

ESL Roadbook 2020

INTERNAL USE ONLY

10

GAMES OVERVIEW: DOTA 2 AND CS:GO EXPLAINED

DOTA 2

DOTA is an acronym for ‘Defense of the Ancients’.

It is a free-to-play Multiplayer Online Battle Arena (MOBA) video

game, based in a fantasy world.

It has a selection of over 100 characters.

Two teams of five pit against each other. Each team has a base

called an ‘Ancient’. The first team to destroy their opponents'

Ancient wins the game.

There are three pathways (called “lanes”) that connect the two

bases and waves of soldier units (called “creeps”) are spawned to

travel these lanes, clashing with the opposite team’s creeps as

they fight their way to the enemy’s base.

By eliminating creeps, leveling up, purchasing items, and making

strategic decisions, the players vie for control of the map so they

can ultimately break into the opposing base and destroy their

opponent’s Ancient.

AT THE EVENT: The crowd at Dota 2 are passionate and energetic.

A lot of audience members dress up as characters and wear

references to the game (or their favorite team’s shirt). Pool prize

at ESL One Birmingham - $1,000,000.

CS:GO

CS:GO is an acronym for ‘Counter-Strike: Global Offensive’. It is an objectives based, multiplayer first-person game.

There are two opposing teams who complete objectives e.g.

securing locations rescuing or guarding people.

There are usually 30 rounds in each match. Each team take it in

turns to choose a map that works to their advantage.

At the end of each round the teams are rewarded on their

individual performances.

They can win things such as in-game currency and useful

items to use in the next rounds.

CS: GO depends on a whole range of different abilities:

Lightning-fast reflexes, good hand-eye coordination and

strategic thinking in the team.

AT THE EVENT: The events at CS:GO are lively and loud. The

pool prize at the event in Cologne - $1,000,000.

ESL Roadbook 2020

INTERNAL USE ONLY

11

• We saw the rise of EffiBOT: an icon within the esports community

• DHL EffiBOT Dash, our very own mobile game app was released

• We met again with the enthusiastic crowd at ESL One Birmingham

• The EffiBOT Chatbot on Facebook brought us even closer to the fans

• SirActionSlacks continued to thrill the audience with his content and signing sessions

• We saw the introduction of the !DHLDROP, a live arena giveaway to an eager fan

• We entered the Asia market at IEM Beijing

• Launched of our first global employee league – Gamers Unite

• Meet esports cooperation with TeachFirst

ESL 2019 HIGHLIGHTS

INTERNAL USE ONLY

12

ESL ONE 2020 EVENTS

Opportunity to activate at 2020 events:

ESL ONE DESTINATIONS VENUE DATES 2018 GAME

Los Angeles, USA SHRINE AUDITORIUM 20 – 22 MARCH DOTA 2

Rio de Jeneiro, Brazil JEUNESSE ARENA 21 - 24 MAY CS:GO

UK, Birmingham ARENA BIRMINGHAM 29 - 31 MAY DOTA 2

Germany, Cologne LANXESS ARENA 10 – 12 JULY CS:GO

Germany, TBA TBA 23 – 25 OCTOBER DOTA 2

South East Asia, TBA TBA NOVEMBER TBA DOTA 2

LA

Rio

Birmingham

Cologne

TBA

TBA

ESL Roadbook 2020

INTERNAL USE ONLY

13

ACTIVATION FOR BUSINESS VALUE• 360 Activation Overview

• Global Content Creation - ‘Moments That Deliver’

• Event Space Activation Examples

• VR Mini Game: DHL Box Stacker Pro

• Mobile App Game: DHL EffiBOT Dash

• Social Promotion: DHL EffiBOT Chatbot

• Live Arena Activation

• Activation Assets to Leverage

• Local Social Media Best Practices

• Fan Reactions - ESL One Birmingham Case Study

• Ticketing and Hospitality Overview

INTERNAL USE ONLY

14

LOGISTICS SHOWCASESpecialist logistics and handling of event cargo3

SUPPORT BUSINESSCustomer, employee and media engagement2

BRAND AWARENESS & EQUITYDrive reach and engagement on fan (B2C) and B2B level, humanizing brand to Millennials and Generation Z

11

FOCUS AREAS

360 ACTIVATION OVERVIEW

Live streamed

content and

media

partnerships

Use of

Influencers and

customer

experiences

Digital and social media amplification

Ticketing and

Hospitality, VIP

Lounge

Market

Toolkit

LOGISTICS SHOWCASE

ESL Roadbook 2020

INTERNAL USE ONLY

15

GLOBAL CONTENT CREATION - ‘MOMENTS THAT DELIVER’

ESL media house produces and distributes dedicated DHL content throughout the year.

DHL is enabling highly emotional ‘Moments that Deliver’ through managing the platform’s extraordinary logistics.

Live streaming of such legendary eSports moments makes it a truly global and first-hand experience:

MOMENTS OF THE EVENT (streaming

segment - presented by DHL)

A highlights video on unique individual

moments of teams, players, hosts and

audience

ESL ONE INFLUENCER CONTENT

(social media)

ESL One influencers will play an integral part

of the DHL storytelling, targeted to the

gaming community

FINAL EVENT DAY ADVERT

(social media)

In a popular story format, a DHL advert will

play on the final event day

*Please click on images to watch examples

ESL Roadbook 2020

https://www.youtube.com/watch?v=yzUA2tnGpP4&index=17&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1https://www.youtube.com/watch?v=yzUA2tnGpP4&index=17&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1https://twitter.com/ESLCS/status/1147557996546818049https://twitter.com/ESLCS/status/1147557996546818049https://www.youtube.com/watch?v=QMUUmfi9NXA&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=4https://www.youtube.com/watch?v=QMUUmfi9NXA&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=4

INTERNAL USE ONLY

16

EVENT SPACE ACTIVATION EXAMPLES

ESL One Katowice Sawyer Giveaway - Branded

Sunglasses

ESL One modular stand activation -

DHL Box Stacker Pro

Fan dressed in !DHLDROP signs

at ESL One Birmingham

DHL BOX STACKER PRO

• This the brand new VR Mini Game that fans of ESL One got to play for the first time.

• The player with the highest score at the end of the day received ESL Merchandise.

• The overall weekend winner won a trip to an ESL One event.

*Sawyer Robot and EffiBOT are subject to availability depending on dates of activation.

SAWYER ROBOT

• Sawyer handed out DHL branded merchandise to fans that visited the Partner’s Tent.

• This is a great opportunity to highlight DHL’s innovations and advanced technology.

EffiBOT

• EffiBOT handed out !DHLDROP signs to fans inside the arena.

• EffiBOT is brought into the live arena at one point every day of the event

ACTIVATION STAND

• The stand has been created to be modular, making it easy to transport for each event.

• Easily adjustable to fit various activation sizes.

• Digital content screen assets shared from Global team.

ESL Roadbook 2020

INTERNAL USE ONLY

17

HOW TO PLAY

• The player is in a cherry picker that is slowly moving up• There are 3 different shaped DHL boxes that must be

stacked in the correct places on the shelves• Player has 5 lives, a life is lost by missing a row or

misplacing a DHL box• If a player throws a box, a ParcelCopter swoops in to save

it before it falls to the ground.• The game gets progressively harder until you lose control• One game play takes around 0:30 - 1:30min • The Game is based on a compulsion loop (people will want

to play it again and again)• Four artwork posters decorate the warehouse shelves

including EffiBOT, Sawyer Robot, ParcelCopter and the ESL chair (these can be customised)

VR MINI-GAME: DHL BOX STACKER PRO

ESL Roadbook 2020

INTERNAL USE ONLY

18

MOBILE APP GAME: DHL EFFIBOT DASH

*Click on example to watch promo video

How to Play

The player starts as the main character, EffiBOT. The user then has to swipe left

and right to collect the DHL parcels and up/down to jump/duck to avoid the

obstacles around the DHL warehouse. The game features bonus levels where

you can play as the DHL StreetScooter and Parcelcopter in the sky and city. It

also includes a Dota 2 inspired world with fun characters and obstacles to get

around.

The top scores are added to the global leaderboard on InMotion. There is also

the option upon special request to host a private leaderboard to compete

against colleagues and friends.

ESL Roadbook 2020

https://www.youtube.com/watch?v=xsjubMoh9D4&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=4https://www.youtube.com/watch?v=xsjubMoh9D4&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=4

INTERNAL USE ONLY

19

SOCIAL PROMOTION: DHL EFFIBOT CHATBOT

About EffiBOT Chatbot

EffiBOT is now able to interact and message users through Facebook

Messenger.

ESL One fans can find out about the events via regularly updated

blogs written by Effibot, receive updates in-between matches and

hear about the latest news in esports.

Visit the Facebook page here:

https://www.facebook.com/pg/EffiBOT.DHL

ESL Roadbook 2020

https://www.facebook.com/pg/EffiBOT.DHL

INTERNAL USE ONLY

20

EVENT SPACE ACTIVATION - PRIZE EXAMPLES

PRIZES, GIFTS AND GIVEAWAYS

• Sawyer Robot Giveaways – Branded DHL yellow sunglasses• EffiBOT Giveaways – DHL Cake Pops• 3x End of Day DHL Box Stacker Pro winners – ESL merchandise clothing• 1x Weekend DHL Box Stacker Pro winner – Travel, hotel and grandstand weekend ticket to ESL One New York CS:GO

DHL Branded Cake Pops -

price per unit €2.60

ESL Merchandise available at

shop.eslgaming.com

DHL Branded Sunglasses - price per unit €1.12

ESL Roadbook 2020

https://shop.eslgaming.com/

INTERNAL USE ONLY

21

EVENT SPACE ACTIVATION - SOCIAL AMPLIFICATION

SNAPPIE APP PHOTO TOOL

Snappie is an application that is used to create a Graphics Interchange Format (GIF). Individual photos are taken while the participant is playing the DHL Box Stacker Pro. This GIF is then sent directly to the players email address where they can then share on various social media and messaging platforms.

This is a great tool for social amplification as the copy for each platform can be edited specifically to tag, hashtag and spread the message of DHL and Moments that Deliver.

ESL Roadbook 2020

INTERNAL USE ONLY

22

LIVE ARENA ACTIVATION - !DHLDROP

THE !DHLDROP

At each ESL One event, EffiBOT takes to the stage with an esports influencer to pick out a lucky ESL fan from the crowd. For a chance to win, fans have to wave a !DHLDROP sign in air and hope to be selected. Fans can get creative and draw their messages on the back. Marker pens and signs are provided at the DHL stand and by EffiBOT throughout the arena.

Prizes include ESL and Dota 2/CS:GO merchandise.

ESL Roadbook 2020

INTERNAL USE ONLY

23

B2B LOGISTICS FILM DAILY EVENT HIGHLIGHTS INFLUENCERS & PLAYERSEXPERIENTIAL EVENT

ACTIVITY

ACTIVATION ASSETS AVAILABLE FOR LOCAL MARKETS TO LEVERAGE PARTNERSHIP

PARTNERSHIP LOGO

Access to partnership logos to

use on promotions for B2B and

B2C content

TICKETS & HOSPITALITY

VIP tickets & option to book VIP

Lounge, weekend grandstand

tickets for fans. Backstage tours

for VIPs and discounted tickets

for employees (ltd avail.)

WEBSITE

Event Blog available on

InMotion;

ESL assets available

on Activator

GLOBAL CAMPAIGN

Global campaign assets

available for local market

adaptation, support for new

activation ideas

Footage of B2B filming will be

accessible to promote DHL’s

thorough logistical solutions

Daily event highlights shared on

DHL InMotion and Social Media

pages

Access to influencers for Meet &

Greet, PR and media content;

Contribution to Player

arrival gifts/experiences

Modular fan activation space.

Exciting, lively and new

experiences for invited guests.

ESL Roadbook 2020

INTERNAL USE ONLY

24

LOCAL MARKET BEST PRACTICES

NYC Ticket VanESL One New York

Fans of ESL could win free tickets to the ESL One: CS:GO event happening in New York by simply finding the van, taking a picture with it and sharing it on social using #MomentsThatDeliver

DHL India #AskMeAnythingDHL One Mumbai

DHL Express created a UGC competition where followers posted questions with the hashtag #AskMeAnything. Six were then selected, answered on camera by SirActionSlacks & shared on social.

They also promoted three Global Newsletters, received strong press coverage and hosted tours with customers.

DHL SuperfanESL One Hamburg

Express and Paket in Germany both hosted digital competitions on social channels to become the DHL Superfan at ESL One in Hamburg. The Superfan and guest were treated to an exclusive ESL experience, going behind the scenes, meeting the players, and watching all of the action from the best seats in the house!

ESL Roadbook 2020

https://twitter.com/DHLexpress/status/1124252472501882880https://twitter.com/DHLexpress/status/1124252472501882880

INTERNAL USE ONLY

25

FAN REACTIONS - ESL ONE BIRMINGHAM CASE STUDY

YouTube - ChantingTwitter Reactions

*Please click on examples to view original posts/videos

At ESL One Birmingham 2019, DHL received a very loud welcome from the fans. Fans appeared in homemade DHL T-shirts and

continued the famous chanting. The cheering grew louder after the debut of the !DHLDROP, where fans had to hold up a DHL sign for a

chance to win a box full of prizes delivered by Dota 2 influencer, Sheever.

ESL Roadbook 2020

https://www.youtube.com/watch?v=ZwgX4wJXOL0https://www.youtube.com/watch?v=ZwgX4wJXOL0https://twitter.com/ClawTechnical/status/1135313863728140289https://twitter.com/ClawTechnical/status/1135313863728140289https://twitter.com/JustKomodo/status/1135136479414497280https://twitter.com/JustKomodo/status/1135136479414497280https://twitter.com/Poogieboy/status/1134877734868520960https://twitter.com/Poogieboy/status/1134877734868520960https://www.youtube.com/watch?v=DJ2nXawCS0whttps://www.youtube.com/watch?v=DJ2nXawCS0whttps://twitter.com/Lil_Roddy_/status/1135267468530900992https://twitter.com/Lil_Roddy_/status/1135267468530900992

INTERNAL USE ONLY

26

TICKETING AND HOSPITALITY OVERVIEW

VIP TICKETS x20 PER EVENT (B2B)

20 VIPs allowed to attend. Option to reallocate tickets per day. For B2B purposes, entertaining customers and high-level recognition activities only. Option to purchase additional tickets

Option to purchase dedicated DHL hospitality suiteavailable on request at additional cost

One exclusive Backstage tour available for VIP guests, 15 -20 min duration with limited amount of people. Potential for more if organized by ESL (limited availability upon request, free of charge)

Includes All Inclusive Partner Lounge hospitality (free of charge)

Tickets can be used for single days or full weekend by one person only

WEEKEND GRANDSTAND TICKETS x15 PER EVENT

15 grandstand tickets available per weekend event for employees and campaigns or fan competitions. Only one ticket allocation per name. Option to purchase additional tickets

All tickets valid Friday/Saturday to Sunday according to specific event schedule (CS:GO schedule different to Dota 2)

Discount for employee tickets available at ESL One events hosted in Germany only, requests to be coordinated by the hotline, minimum 6 tickets per hotline order request

No hospitality included in Grandstand tickets

Tickets can be used for single days or full weekend by one person only

TICKET REGISTRATION & PICK-UP

Details needed for registration include full name, company/Business Unit and email address

Identification required for ticket pick-up upon arrival at venue

Event guide to be shared 3 days prior to event to all participants via email

Contact the DHL Hotline for further questions

MERCHANDISE

• Discount (tbc) for ordered items (from 10 pieces onwards)

Additional merchandise items can be ordered from shop.eslgaming.com

Please note: The VIP Experience varies widely per event depending on the Venue and access.

Contact the DHL Hotline for more information - hotline@dhl-sponsorships.com

ESL Roadbook 2020

PREMIUM TICKETS 2X PER EVENT

• 2 premium tickets available per weekend event. Recommended for social media competitions

• These tickets include a goodie back and special package which varies per event

https://shop.eslgaming.com/mailto:hotline@dhl-activate.net

INTERNAL USE ONLY

27

2020 ACTIVATION EXAMPLES

ESL Roadbook 2020

WIP

Blind Matchmaking DHL Fan Draft DHL BoxSorter Pro United Gamers

A live arena game hosted by

SirActionSlacks.

Contestants will be brought

to the stage and asked a

series of questions by a

player looking for a new

teammate. The questions

will determine who their best

match is and at the end, the

contestant with the best

answers will be revealed.

Based on ability, a fan team

will be created through a

mini draft series at each

event. The winning team will

receive mentoring session

from SirActionSlacks or a

Dota 2 / CS:GO expert.

This can also be switched

into digital content without

the live arena element or

split half and half.

A follow on from the DHL

BoxStacker Pro, but it’s a

team VR game, where you

have to sort DHL parcels

onto the correct conveyor

belts.

Each player will have a

different role and will be

required to communicate

with their fellow teammate.

The VR game will be

available at the DHL booth.

DHL will host an online

competition where fans can

submit who of their online

friends they would like to

meet in real life and why.

The winner will be united

with their nominee for the

first time at a live ESL event

for us to film and share,

emotionalizing DHL further.

INTERNAL USE ONLY

28

2020 – DOTA 2 ACADEMY DELIVERED BY DHL

ESL Roadbook 2020

The ESL Academy system’s goal is to develop, promote, and

elevate undiscovered Dota 2 talent on the verge of going pro.

The leaderboard will be derived from the Dotabuff Reach

platform, functioning as the grassroot platform in North America

and Europe. Gathering talent from both regions, four former

Dota 2 veterans will draft teams from the Top 40 players of each

region.

Each coach will draft their own team from qualifying

competitors, selecting the most promising top players to train

them on- and offline to compete in a professional esports

environment. ESL Academy final matches will be held in

conjunction with ESL One tournaments to provide players a

chance to display their expertise in front of the largest Dota 2

community live and online.

ESL Academy Delivered by DHL Video

INTERNAL USE ONLY

29

ACTIVATION SUPPORT

• Toolbox for activation

• Example Video Assets

• InMotion Blog

• Digital channels for partnership activation

• Approvals

• Planning road map

• Spending guidelines

• Compliance guidelines

• Post-activation feedback

INTERNAL USE ONLY

30

MEDIA RELATIONS -AVAILABLE NOW ON ACTIVATOR

INTERACTIVE PLATFORMS

TOOLBOX FOR ACTIVATION

Roadbook

Q&A (internal use only)

Interview

Infographics

Press release

• ‘Moments that Deliver’ content & campaign series

• Daily tournament highlights

(video content)

• Material & tools for activation

• InMotion Daily Blog

Toolkit materials for local activation are available on the DHL Activator (more content currently being developed for market adaptation)

IMAGERY & FILM -AVAILABLE NOW ON ACTIVATOR

• Partnership composite logo

• Introductory video

• Imagery

• Social Media content (video)

• 30sec partnership promo film

• Logistics movie:

ESL One Birmingham delivered

by DHL

Locally created materials must be approved by the Global Sponsorship Manager and ESL in advance - please see “Approvals” page for further information.

ESL Roadbook 2020

INTERNAL USE ONLY

31

DHL X ESL: 50 Years of DHL

ESL One Birmingham Dota 2 -

Moments of the Event Video

EXAMPLE VIDEO ASSETS

ESL One Cologne CS:GO -

pashaBiceps !DHLDrop video

ESL One Dota 2 - #ThanksEffiBOT Promotional

Videos

*Please click on examples to watch clips

ESL Roadbook 2019

https://www.youtube.com/watch?v=UZGvVQIsMYU&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=2https://www.youtube.com/watch?v=UZGvVQIsMYU&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=2https://www.youtube.com/watch?v=aigQ-2VM5r8&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=12https://www.youtube.com/watch?v=aigQ-2VM5r8&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=12https://www.youtube.com/watch?v=c-MrsG7gzSAhttps://www.youtube.com/watch?v=c-MrsG7gzSAhttps://www.youtube.com/watch?v=xsjubMoh9D4&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=4https://www.youtube.com/watch?v=xsjubMoh9D4&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=4https://www.youtube.com/watch?v=F6OrBhiZuYc&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=14https://www.youtube.com/watch?v=F6OrBhiZuYc&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=14https://www.youtube.com/watch?v=kGe_crL5HzM&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=15https://www.youtube.com/watch?v=kGe_crL5HzM&list=PLGyWYJnhqKjDc2JzxLCVeQhVgjQPbQIZ1&index=15

INTERNAL USE ONLY

32

INMOTION BLOG

INMOTION BLOG

At each ESL One event, DHL shared a live blog of the events of the tournament weekend and host a prize draw on InMotion.

• ESL One Cologne (English & German): dhl-in-motion.com/esports/article/esl-one-cologne-2018-en

• ESL One Belo Horizonte blog (English & Portuguese): https://www.dhl-in-motion.com/esports/article/esl-one-belo-horizonte-2018

• ESL One Birmingham blog (English): https://www.dhl-in-motion.com/esports/article/esl-one-birmingham-2018

• DHL InMotion ‘Play the Future’ Prize Draw: https://www.dhl-in-motion.com/en/esports/voting/

ESL Roadbook 2020

https://www.dhl-in-motion.com/esports/article/esl-one-cologne-2018-enhttps://www.dhl-in-motion.com/esports/article/esl-one-belo-horizonte-2018https://www.dhl-in-motion.com/esports/article/esl-one-birmingham-2018https://www.dhl-in-motion.com/en/esports/voting/https://www.dhl-in-motion.com/esports/article/esl-one-birmingham-2018https://www.dhl-in-motion.com/esports/article/esl-one-birmingham-2018https://www.dhl-in-motion.com/esports/article/esl-one-belo-horizonte-2018https://www.dhl-in-motion.com/esports/article/esl-one-belo-horizonte-2018dhl-in-motion.com/esports/article/esl-one-cologne-2018-endhl-in-motion.com/esports/article/esl-one-cologne-2018-en

INTERNAL USE ONLY

33

• DHL will regularly post interesting insights, news, editorials and facts on the InMotion partnership digital hub

• InMotion includes competitions and curated content including a daily blog on event days.

• Surprise Box Competition: dhl-in-motion.com/esports/article/esl-one-cologne-2018-en

DHL InMotion SPONSORING HUB

DHL GLOBAL PAGES DHL SOCIAL MEDIA PLATFORMS ESL DIGITAL ACTIVATION

DIGITAL CHANNELS FOR PARTNERSHIP ACTIVATION

Features of our partnership can be found on a variety of owned digital and social media channels as well as on partner’s homepage, Facebook, Twitter and Instagram

General information on our Sponsorship portfolio

• DHL.com/about_us/partnerships

• logistics.dhl/about_us/partnerships

• DPDHL.com/en/press/special

• dhl-in-motion.com/esports

Campaign related content and news

• Facebook.com/DHL

• Twitter.com/DHL

• Youtube.com/DHL

• DHL.com/ESL

ESL One channel distribution

• Facebook.com/ESL

• Twitter.com/ESL

• Instagram.com/ESLgaming

Broadcasting (English stream):

https://www.facebook.com/WatchESLOne/?ref=bookmarks

ESL Roadbook 2020

https://www.dhl-in-motion.com/esports/article/esl-one-cologne-2018-enDHL.com/about_us/partnershipslogistics.dhl/about_us/partnershipsDPDHL.com/en/press/specialhttps://www.dhl-in-motion.com/esportsFacebook.com/DHLTwitter.com/DHLYoutube.com/DHLDHL.com/ESLFacebook.com/ESLTwitter.com/ESLInstagram.com/ESLgaminghttps://www.facebook.com/WatchESLOne/?ref=bookmarks

INTERNAL USE ONLY

34

APPROVALS

Contact: Christine Schröder-Schönberg, Head of Sponsoring Team for more information

• DHL’s designation: ‘Official Logistics Partner’ of ESL One series

• All ESL One related promotions / communications need approval from Corporate Brand Marketing and ESL

• Approvals may also be needed from individual event promoters and sponsors so time should be allowed for this

• You should allow five working days for feedback and additional time for revised artwork to be sent back for approval

• Make sure to use the full event name and correct event logo when promoting ESL One

USE OF LOGO, OFFICIAL DESIGNATION

USE OF IMAGE & FOOTAGE

• Still photographic images showing ESL One events and players may be used for editorial and promotional purposes, if obtained from approved photographic agencies, with fees and clarified rights of usage, or through ESL as facilitated by Corporate Brand Marketing

• Free imagery will be regularly uploaded to the Activator on DHL Corporate Net – if you have any specific requirement, please contact the DHL Hotline

• Approval of imagery, please adhere to the guidelines below and ask questions if anything is unclear

• Players shown only in direct relation to ESL One event • Close-up of one single player should be avoided (we do not have contractual rights to specific players or teams) • Imagery of stage, the crowd at a ESL One event can be used without asking for approval• Use of player images and individuals is permitted in the context of ESL One which needs to be visible at all times

• When ESL official imagery is used without ESL logo please integrate a small source (ESL 2020) in the image

REQUIREMENTS FOR USING ESL ONE IMAGERY

ESL Roadbook 2020

INTERNAL USE ONLY

35

PLANNING ROAD MAP

10-12 WKS BEFORE 8-10 WKS BEFORE 6-8 WKS BEFORE 4-6 WKS BEFORE ACTIVITY WEEK

Activation Planning

Promotional Activity

Customer Engagement

Media & PR Customer Hospitality

Post

Event

1-2 WKS AFTER

Stage 1: Stage 2: Stage 3: Stage 4: Stage 5: Stage 6:

Finalize overall Country Activation Plan with DHL Global & Regional liaison contact

Direct mailers to selected customers

E-DM blast to retail

Customers with discount shipments

Invoice inserts

Event planning

Sales internal engagement –briefing, agreement on participation

Event program

Premium items / giveaways

Objectives, roles & responsibilities

Issue invitations to customers

Face-to-face customer visits

Media plan (local) activated including but not limited to:

Print ads

Feature story

Press release on partnership

Invoice inserts

Website feature

Use of partnership logo and promotional materials (as giveaways) in internal activities

On-site event

Goody bags

Detailed program

Post activity report

Follow up on leads secured during the event

Sales visit on potential leads

Thank you gift for guests (e.g. photo book)

ESL Roadbook 2020

INTERNAL USE ONLY

36

SPENDING GUIDELINES

Whether you are provided with activation funding from your global Business Unit office, regional MarComs, or allocate local revenue to partnership activation, the following spending guidelines should be followed to achieve maximum leverage:

• Consider spend vs reach / value / achievement of objectives - a greater % of budget should be spent on activities that will deliver more value, especially if delivering additional revenue

• Focus less spend on customer hospitality (smaller impact, compliance considerations), and put more spend and effort into other areas to drive value - such as PR, public promotions, customer direct marketing campaign etc

• At least 10% of the activation budget should be spent on a PR/media relations activity, such as a media briefing, behind-the-scenes tour etc

• Consider collaborations with other Business Units as well as other event sponsors to share costs

• Further consideration when allocating budget should be given to:

– Extent of previous activation undertaken

– Ability to activate via customer base and staff locations in the vicinity of the event

– Cost of activation implementation in-country

MAXIMISING VALUE

ESL Roadbook 2020

INTERNAL USE ONLY

37

COMPLIANCE GUIDELINES

• Since 2008, the Group has an “Anti-Corruption and Business Ethics Policy” which requests prior written approval by the Compliance Officer for hospitality and entertainment events which go beyond the policy, i.e. benefits in the business setting above a threshold of 250 EUR per invitation

• Gifts and entertainment are generally an accepted way of building and maintaining business relationships. However, certain invitations may be viewed as a bribe

• Under most laws, a gift, hospitality or entertainment is critical if made to influence business decisions or if perceived as improper inducement. Fines and monetary penalties may be severe for Express, the Group and individuals (imprisonment may also be a consequence)

• In addition, some customers are requesting us to refrain from inviting their employees to avoid any potential conflict

• Key policies include the exclusion of public officials and customers who we are negotiating with (incl. tender processes). Invites for spouses, partners and children must be pre-approved

• The customer approval template to apply for exceptions to the compliance guidelines can be accessed on the DHL Activator, for submission online to the Global Compliance Office

The chart on the following page provides guidelines regarding gifts, entertainment, hospitality and sponsoring events

ANTI-CORRUPTION & BUSINESS ETHICS

ESL Roadbook 2020

INTERNAL USE ONLY

38

COMPLIANCE GUIDELINES

Working with Gift Limitations:

• To distinguish gifts, hospitality, entertainment and sponsored event invites that strengthen business ties from bribes, please refer to the

summary chart of the Approval Concept in the revised Anti-Corruption and Business Ethics Policy:

Anti-Corruption and Business Ethics Policy (Section 3) New Section 4

Permission Gifts Hospitality Entertainment Sponsored Events

Not permitted > 100 EUR, permissible

only with prior written

approval of GCO or BU

Compliance Officer

(see Section 3.2 / 3.6)

> 250 EUR, permissible

only with prior written

approval of GCO or BU

Compliance Officer

(see Section 3.2 / 3.6)

> 250 EUR, permissible

only with prior written

approval of GCO or BU

Compliance Officer

(see Section 3.2 / 3.6)

> 250 EUR, permissible

only with prior written

approval of Compliance

(GCO or BU Compliance

Officer)

(Section 4.5 / 4.6)

May be permitted after

Cost Center approval

< 100 EUR,

(see Section 3.3 / 3.5)

< 250 EUR

(see Section 3.3 / 3.5)

< 250 EUR

(see Section 3.3 / 3.5)

< 250 EUR

(see Section 4.3)

Permitted – specific

approval not required

nominal value such as

calendars and other

promotional giveaways

(see Section 3.1)

reasonable; normal

business setting

(see Section 3.1)

n/a < 100 EUR

(see Section 4.2)

Note: In addition to the above summary the DPDHL Anti-Corruption and Business Ethics Policy applies and must be considered.

ESL Roadbook 2020

INTERNAL USE ONLY

39

APPROVAL FROM COMPLIANCE EXCEPTIONS

DHL will apply the following rules to approve and monitor entertainment / hospitality events with an external component that go beyond the EUR250 threshold per invitee:

1. Principles laid down in the DPDHL Code of Conduct / Anti-Corruption and Business Ethics Policy must be considered.

2. No violation of applicable local laws or regulations.

3. Hierarchic level / status of the invitee must be proportionate / appropriate to the event.

4. Should not form a pattern or series of events (no more than one per person per year)

5. Standard compliance letter to customer / customers acknowledgement that invitation does not violate their own internal policies and guidelines (or reference with the invitation: “By accepting this invitation we assume that you have the full agreement from yourcompany to attend and that it in no way infringes your own company policies.” )

6. No motivation to influence pending business decisions / no pending bids.

7. Must not be Public Officials.

8. Invitees must be hosted / accompanied by appropriate DHL personnel and where possible events should include customer information (aspects on products/service, discussion forums, lectures, facility tours etc.)

9. Requests for exceptions must be on the standard template and all fields need to be completed:

– Costings must be genuine and comprehensive (e.g. Transport + Meals + event +hotel etc.)

– Invites for spouses / partners / family members subject to approval

– Hosting and attending DHL Personnel should also be listed on the template

10. All invitations (can be summarized per event) must be approved in writing PRIOR to the event by the Country Manager and the relevant Regional CEO, with notification to the relevant BU Compliance Officer.

11. A record of all approved Exceptions must be forwarded to the BU Compliance Officer and also kept on file / stored locally for possible future audit purposes.

12. All staff requesting or approving specific corporate hospitality must have concluded the web-based DP DHL Anti-Corruption Training on my learning world (www.mylearningworld.net)

ESL Roadbook 2020

INTERNAL USE ONLY

40

SUBMITTING POST ACTIVATION FEEDBACK

• Our partnerships provide a great opportunity for

all countries to maximize DHL brand recognition

through a 360° integrated marketing approach

delivered internally as well as externally

• Following your activation of the partnership,

please submit an overview and details to the

Hotline

• Your feedback will enable ongoing evaluation of

our Partner Program, as well as share ideas

amongst colleagues for improved activation

• In submitting your activation details, it is

important to include such information as shown in

the matrix opposite

Overview Quantitative Metric Qualitative Metric

Events executed (including venue, date, audience, presentations given incl. any business topics covered)

No of eventsUsage of tools on DHL Activator (downloads and page views)

Did you use the DHL Hotline?To what extent did you use/promote unique assets and new tools

Hospitality used –type of tickets etc

No of customers hosted for hospitalityIncreased Share of Wallet (in % terms) estimated

Comments re customers in general due to partnership involvementCustomer feedback following hospitality

Promotions implemented (external public or customers only) e.g sales offer to customers, public ticket giveaway

No of contacts sent toNo of leads generated (and qualified to next stage)DM activity if relevant - CTR (%) and/or no of registrationsCustomer wins attributable (in Euros)No of giveaways (and type used)

Feedback from winnersFeedback from sales re business impact, customer wins etc

Media activity undertaken

No of media hosted for briefingsMedia coverage - number of unique mentions, EAV (in Euros)

Quality/positioning of media outlets covering story

Employee engagement activities held

No of staff hosted for eventsReach of staff promotions e.g. courier or sales incentive – no of staff, entries

Staff engagement, interaction -overview of activities, details re promotions, feedback

Brand exposure achieved, advertising purchasedIF APPLICABLE

No of advert insertions (print, magazines/press)Online activity if relevant - no of hits, no of unique visitors, no of page views, CTR (%):Brand awareness and recall (if relevant market research is done in the country)

Comments re image/credibility enhancement in the local marketComments re level of visibility “on the ground”

ESL Roadbook 2020

INTERNAL USE ONLY

41

USEFUL CONTACTS

INTERNAL USE ONLY

42

Useful contacts

The DHL Activate Hotline is your first point of contact for all other questions regarding partnership activation:

hotline@dhl-sponsorships.com

FURTHER USEFUL CONTACTS

Ticket Enquiries:

hotline@dhl-sponsorships.com

Brand Hub Access Register:brandhub-usermanagement@dpdhl.com

Media Enquiries:Diane Rinas: d.rinas@dpdhl.com

Group Brand Marketing:

Veronica Sanchez veronica.sanchez@dpdhl.com

Christine Schröder-Schönberg: c.schroeder-schoenberg@dpdhl.com

Campaign and toolkit adaptation (TAG Worldwide)

dhlaccountteam@tagworldwide.com

Activation Agency (Bright Partnerships):

Chiya Louie: chiyal@brightpartnerships.com

ESL Roadbook 2020

mailto:hotline@dhl-sponsorships.commailto:hotline@dhl-sponsorships.commailto:brandhub-usermanagement@dpdhl.commailto:d.rinas@dpdhl.commailto:veronica.sanchez@dpdhl.commailto:c.schroeder-schoenberg@dpdhl.commailto:dhlaccountteam@tagworldwide.commailto:chiyal@brightpartnerships.com