The Brief

Due to the rise of email, letters have been in massive decline since 2008. And despite eCommerce growing parcel sales, international competition from businesses such as FedEx and DHL, means everyone is fighting for market share. Our challenge was therefore to: 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 carries so much historical baggage around being slow and traditional.

Describe how the promotion developed from concept to implementation

Solution: Reinvent the 170-year-old postage stamp. Part tradition, part technology - the Video Stamp let Australians 'send themselves' to loved-ones via a 15-second personalised video message, attached to a parcel. Launched at Christmas, Video Stamps were received in 320 cities and towns in 49 countries. The campaign received 94% positive sentiment on social media and grew positive brand sentiment from 54% to 72%. It also increased sales of Express Post satchels by 6% from November-December 2013 (compared to 2012). This world first, not only allowed us to bring parcels into the digital age, but demonstrate Australia Post's innovative delivery service.

Describe the success of the promotion with both client and consumer including some quantifiable results

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).

Explain why the method of promotion was most relevant to the product or service

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. Our Insight – It's nicer to give someone a present in person than to send it remotely. Our Strategy – To use technology to allow people to 'send themselves' virtually when they can't be there in person. Launched in time for Christmas, the Video Stamp allowed Australians to send heartfelt messages to accompany their gifts. It also allowed us to demonstrate innovation by making parcels relevant in the digital age.