Why is this work relevant for Creative Strategy?

The idea is centred around what ‘shared experiences’ our 20,000 post men and women have throughout their years of expertise in delivery. Survey and extensive interviews were done to obtain interesting data and statistics. By using these behind the scene data, we’re able to show what’s beneath the surface and what’s at the heart of the seemingly mundane delivery services.

Background

To elevate Thailand Post as more than just delivery, but to position the brand as a trusted companion.

The Interpretation of the Challenge (30% of vote)

Amidst fierce competition in Thailand’s delivery business landscape, there is a number of factors influencing customers’ decision - speed, prices and services. Ushering in the shared values era, the state-owned enterprise Thailand Post has brought its brand essence with more than a century’s legacy of emotional engagement to compete with its startup rivals. More than mail delivery, it’s a neighbour and a trusted companion.

The Insight / Breakthrough Thinking (30% of vote)

We decided to go with an emotional approach, starting by digging into what ‘shared experiences’ our 20,000 post men and women have throughout their years of expertise in delivery. Survey and extensive interviews were done to obtain interesting data and statistics. By using these behind the scene data, we’re able to show what’s beneath the surface and what’s at the heart of the seemingly mundane delivery services.

The Creative Idea (20% of vote)

The story starts off with a postman’s last parcel delivery, following him through the emotional connections he’s made throughout the years in the neighbourhood. It ends with another postman’s first day of delivery and unfortunately for him… getting lost outside the neighbourhood. It is then wrapped up by interesting trivia and facts about all 20,000 of our staff. How they form relationships with customers over the years by going above and beyond their job description. By taking their responsibilities to heart and serving with heart.

The Outcome / Results (20% of vote)

The film attracted nearly 2 million views, 4200 shares and over thousands of positive comments on Facebook, and 3.5 million views on YouTube within 2 weeks of launch. The use of data successfully evoked emotional and positive sentiments, as affinity for the brand increased.