This branded content film needed to deepen the storytelling and position DHL as the enablers – a driver of digital transformation, e-commerce and changing our realities for the better.

The film centred the emotive stories around the connected worlds of global industry, e-commerce and human/cultural relationships.

The brief was to reinforce DHL brand awareness and market positioning amongst a global audience of C-suite and business decision makers.

8bitDo managed to solve this problem for Oskar in a couple of months, a problem that Oskar and his family have been struggling with for 8 years.

This is a story about global connectivity, human kindness, collaboration and altruistic industry.

DHL enabled a small business in China to change the life of a young boy in Sweden.

In the ‘Connecting Gamers’ film we meet Swedish gamer Oskar Karlsson who has a rare neuromuscular disorder called Spinal Muscular Atrophy type 2.

He needs personal assistants for his everyday life and throughout the night to monitor his breathing equipment.

Oskar sits in a power wheelchair but other than that he’s just like any other boy. He loves games and is a gamer, just like his Dad.

His passion has been hindered by a lack of accessible controllers. His father has tried to make adapted versions, but they didn’t work. The family reached out to Chinese hardware company 8BitDo who decided to developed an accessible controller specifically for Oskar.

Since Oskar received the 8Bitdo controller, he has been able to enjoy the freedom of the gaming world uninhibited, on an equal playing field as anyone else. The accessible controller will be available to the wider market.

The campaign achieved 26m video plays and 35m ad impressions. In order to truly understand the impact of the campaign a bespoke research tool was used. The technology monitored viewers’ facial expressions and ‘coded up’ their emotional journey as they watched the content. Across these traits; innovative, enabler, industry, leader, trusted partner and modern, there was an average uplift of 27% among the Affluent population and Business Professionals who watched the video. Amongst the Affluent population, the highest uplift was seen against the ‘Industry Leader’ association with DHL. The second highest performing trait was the association of ‘Modern’ with viewers who watched the video. DHL’s brand awareness increased by 24% for the Affluent and 23% across Business Decision Makers. 85% of Affluent respondents and 83% of Business Professionals said they felt favourable towards DHL after exposure to the campaign.

Social impressions: Google Ads: 49,901,399

Facebook: 24,959,529

Instagram: 39,047,441

LinkedIn: 1,450,754