Challenge

DHL Express engaged Bud to enhance its reputation as a driver of technology innovation in industrial automation, robotics and sustainability over a focused 12-month programme. The keystone moment was the introduction of a fleet of 80 electric vehicles in Singapore, delivered in partnership with ComfortDelGro, which provided a powerful platform to showcase DHL’s commitment to greener last-mile logistics and smart operations.

Approach

Bud designed an integrated PR and event strategy to turn the EV rollout into a sustained narrative, not a one-day spike. We mapped the story to the interests of logistics, aviation, IIoT, sustainability and technology journalists in Singapore, then built a content pipeline that mixed proactive features with fast, reactive commentary.

Our work included:

• Media strategy and messaging that linked the EV launch to DHL’s longer-term automation and sustainability roadmap.

• End-to-end event management, including media invitation, briefing packs, spokesperson preparation and on-site press handling.

• Executive bylines and thought-leadership angles to extend the story beyond launch day into trade and business titles.

Impact

The launch event was officiated by Singapore’s Minister for Transport, Mr S. Iswaran, as Guest-of-Honour, underscoring national relevance and credibility. Media results included 100% attendance from invited outlets and 171 pieces of coverage across online, print and broadcast. This included CNBC, BBC, CNA, Business Times and Bloomberg. The story sustained momentum beyond the event, strengthening DHL Express’s positioning as a leader in sustainable, tech-enabled logistics and providing reusable proof points for future automation and robotics milestones.