| Title | VIDEO STAMP |
| Brand | AUSTRALIA POST |
| Product / Service | VIDEO STAMP |
| Category | H01. Branded tech (online) |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Media Agency | UM Melbourne, AUSTRALIA |
| Production Company | GUILTY CONTENT Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| James Mcgrath | Clemenger BBDO Melbourne | Creative Chairman |
| Ant Keogh | Clemenger BBDO Melbourne | Executive Creative Director |
| Jim Ingram/Ben Couzens | Clemenger BBDO Melbourne | Creative Director |
| Jono Fox | Clemenger BBDO Melbourne | Art Director |
| Sophie Beard | Clemenger BBDO Melbourne | Copywriter |
| Dan Lacaze | Clemenger BBDO Melbourne | Group Account Director |
| Lesley Baker | Clemenger BBDO Melbourne | Account Director |
| Kate Callendar | Clemenger BBDO Melbourne | Senior Account Director |
| Lisa Moro | Clemenger BBDO Melbourne | Agency Senior Tv Producer |
| Nicholas Short | Clemenger BBDO Melbourne | Agency Print Producer |
| Daniel Zabinskas | Clemenger BBDO Melbourne | Technical Director |
| Gemma Seeto | Clemenger BBDO Melbourne | Digital Producer |
| Nigel Dunn/Sunny Sehgal | Clemenger BBDO Melbourne | Agency Digital Developer |
| Jake Turnbull/Christine Calo | Clemenger BBDO Melbourne | Graphic Designer |
| Matt Kingston | Clemenger BBDO Melbourne | Senior Planner |
| Patrick Carne/Benjamin Pearson/Sina Karimi | Clemenger BBDO Melbourne | Digital Developer |
| Corrie Jones | Guilty Content | Director |
| Melody Townsend | Australia Post | Head Of Parcel/Express Services Marketing/Enterprise Sales Marketing |
| Michael Simpson | Australia Post | Marketing Manager/Campaigns And Promotions/Parcel And Express Services |
Video Stamps are custom QR code stamps that let you send personalised 15-second video messages, attached to parcels. To send a Video Stamp, Australians downloaded a custom Australia Post native mobile app, which they then used to record their video. To watch their message, recipients simply scanned the Video Stamp with any QR reading program. This then took them to a web app where each video was securely stored. Every video also had built-in sharing functionality - allowing the video itself to become another mechanism for spreading the campaign. Launched for Christmas, 7 million Video Stamps were distributed across Australia.
International Media Attention: • Stories ran in 17 countries; • Reaching over 20 million people in earned media. • Australia Post has been contacted by other national postal services about licensing the technology. Positive Conversations in Social: • 94% positive coverage on social media. • Shared by Google’s innovation guru Guy Kawasaki. Brand Connections with Consumers: • Video Stamps were received in over 320 cities and towns in 49 countries. • Over 45% of viewers watched their messages more than once. • Positive brand sentiment grew from 54% to 72%. • Sales of Express Post satchels increased by 6% in November-December 2013 (compared to 2012).
Problem: Due to the rise of email, letters have declining since 2008. And despite eCommerce growing parcel sales, international competition is fierce. Objectives: 1. Encourage Australians to head in-store and send their own parcels, instead of ordering gifts online. 2. Keep the Australia Post brand relevant in the digital age - when it’s perceived as slow and traditional. History: Australia Post has been connecting people for over 200 years. And although the ways we connect have multiplied, Australians still rely on the post to get their packages to loved-ones. Insight: It’s nicer to give someone a present in person than to send it remotely. Strategy: Make sending feel like giving. Idea: The Video Stamp. Part tradition (the humble stamp), part technology (QR Code) - this world first let Australians ‘send themselves’ to loved-ones via a 15-second personalised video message, attached to a parcel.