The Foot Bowl combined DHL's expertise and their association with football (official Logistics partner of Manchester United) in an interesting direct mailer that enabled people to experience DHL's capabilities for themselves. The surprise and delight of finding an intact glass bowl in the centre of the ball they had just kicked around, was enough to convince them about who to call the next time they had fragile goods to be sent.

In just two weeks after the event, the DHL call center experienced a 27% increase in calls regarding fragile goods with over 1200 calls coming in.