Two colorful 20-foot containers are headed around the world / Graffiti show Crocodiles Hamburg and motifs of the city / Containers on social media channels under #crocotainer
Beginning immediately, two 20-foot containers with colorful graffiti are part of Hapag-Lloyd’s fleet. On them can be seen crocodiles, jungle vegetation and ice hockey players painted in graffiti style. With these unusual containers, Hapag-Lloyd is strengthening its partnership with Crocodiles Hamburg, the city’s professional ice hockey club. The containers will be integrated into the normal operations of the world’s fifth-largest liner shipping company, and their first voyage will take them to Colombia. Whoever spots them while underway – in a port, on a ship, in storage or on their way to Hapag-Lloyd customers – is invited to take a photograph of them and share it on Facebook or Instagram under the hashtag #crocotainer. Doing so is meant to bring visibility to the voyage of the so-called “crocotainers.” At the same take, everyone has an opportunity to become part of the campaign with their own images.
While operating globally, Hapag-Lloyd has its roots in Hamburg – just like the two containers that are now being shipped around the world. In addition, the crocotainers display several well-known structures from the City of Hamburg, including the Elbbrücken and Köhlbrandbrücke bridges, the Elbphilharmonie concert hall, St. Michael’s Church and the St. Pauli Piers.
“The crocotainers symbolise our connection to Hamburg and the Crocodiles. At the same time, by making this journey, they showcase Hapag-Lloyd’s global logistical capabilities,” says Niklas Ohling, Senior Director of Container Steering at Hapag-Lloyd, adding: “We look forward to receiving many colorful photographs from across the world.” And participating can pay off: Whoever posts an image under the hashtag #crocotainer becomes eligible to receive a small surprise.
The Crocodiles Hamburg are enthusiastic about the campaign. “Two years ago, along with some 250 fans, we played in the Eisland arena in Farmsen, and we thought about where we could display advertisements for our club,” says Christian Schuldt, Managing Director of Crocodiles Hamburg, referring to a neighborhood in northeastern Hamburg. “Today, we play in front of over 1,600 fans, and a Hapag-Lloyd container with our logo will be going around the world. That is really very special for us.”
Since last year, Hapag-Lloyd has been the main sponsor of Crocodiles Hamburg, which plays at the sport’s third level (Oberliga Nord) in Germany. The key reason for sponsoring the hockey club was the company’s desire to be involved with local organisations in Hamburg, which is home to Hapag-Lloyd’s headquarters. “You learn a lot about everyday working life from ice hockey, such as teamwork, stamina and agility,” says Hapag-Lloyd’s Niklas Ohling. “These are important traits that are essential for any company these days.”