Bronze Spike
Product / ServiceVIDEO STAMP
CategoryB04. Consumer Services
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 Directors
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 Senior Producer
Nicholas Short Clemenger BBDO Melbourne 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 (TV)
Melody Townsend Australia Post Head Of Parcel/Express Services
Michael Simpson Australia Post Manager, Integrated Parcels Marketing
Marina Vaxman Australia Post Marketing Manager, Buyer Experience

Results and Effectiveness

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).

Creative Execution

For this campaign, the Video Stamp was the main media. Over 7 million Video Stamps were distributed across Australia and were free with any Express Post or Express Courier International purchase. Launched in time for Christmas, the Video Stamp allowed people to send heartfelt messages to those they couldn't be with. By sending a Video Stamp, Australians were in effect demonstrating (one-to-one) Australia Post's innovative and effective delivery service. Its creation also gave birth to a new media space on parcels. Additional Media The campaign was seeded on social networks and to tech communities and bloggers. This was then followed with a national PR push, TVC, street furniture, press and digital display. Many recipients also shared their Video Stamps through social media.

Insights, Strategy and the Idea

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