The Campaign

Every Australia Post Care Package is full of little Australian goodies, and it’s the perfect gift to send to those who need it most: expats. By creating a product specifically for Aussies abroad, it was a chance for Australia Post to prove they are as good as – if not better than – their competition when it comes to posting overseas.

Creative Execution

To prove that Australia Post can send anywhere, we got expats to do our advertising for us. By listening out for homesick Aussies on social media, we were able to surprise them with an Australia Post Care Package on they day they needed it most: Australia Day. Care Packages were customized for each recipient according to what they missed the most. When they arrived, expats responded by posting photos on Facebook and Twitter – advertising Australia Post’s international sending capabilities to their friends and family back home.

Australia Post Care Packages is a direct campaign that targeted a very specific audience: homesick Australian expats. We targeted them on social media and sent them a physical box of Aussie goodies that was customized for each recipient according to what they were missing the most. Expats responded by doing our advertising for us, showcasing Australia Post’s international sending capabilities. So next time friends and family back home wanted to send something to their loved ones living overseas, they would choose Australia Post.

Aussie expats miss the Land Down Under more than ever on Australia Day. While their friends and family back home are enjoying a hot summer’s day with cold beers, barbeques and pool parties, expats are suffering from freezing winters in places like the UK and USA. And, they’re venting their frustrations about it on social media. By listening out for them on Facebook and Twitter, Australia Post was able to send them Australia Post Care Packages to help them celebrate the day, even though they’re a million miles from home.