Business & Money | Thursday 31 January, 2019 1:32 pm |

DHL Express, the world’s leading logistics company stunned the world with their new and creative thought provoking “The Human Network” campaign which launched last week. When African Footballer of the Year, Mo Salah disappeared from social media without a trace on Tuesday, 23rd January, nobody knew where, what or why, DHL Express revealed that it was all part of a larger initiative to remind the world about the importance of human connectivity.

Collaborating with Mohamed Salah, DHL Express’ creative approach took people back to their roots, connecting them offline during a time that is fuelled predominantly with social media and technology, reminding the world of the importance of tangible connections.

By building a consumer-relevant story, and using the prolific and world renowned Mohamed Salah, the logistics giant was able to unite devoted fans with their icon.  During his two day ‘disappearance’, DHL Express announced as part of its 50 years celebration that it would connect 50 fans with Salah on a personal level, facilitating the delivery of unique packages, letters of love and support to him directly.

Nour Suliman, CEO DHL Express MENA commented, “With this partnership we aim to inspire people to build stronger human connections. DHL’s strength lies in our network that connects people; it is through this network that we grow with quality. Mohamed Salah has the ability to bring people together no matter where they are, they bond through their love of the game and the player that represents it. This is the message we aim to spread, by taking a moment in today’s technology led world to reach out to one another, we unequivocally improve our lives.”

With Salah’s social media platforms back up and running, and the Egyptian hero set for club duty this weekend. The collaboration reinforced the fact that the most valuable connections are those that are tangible, and which make faces instead of phones light up. This was meticulously drawn in the touching closing video of the campaign in which real fans succeeded in reaching Mo and even received memorable signed souvenirs from his after months of restless attempts to reach him.