Leading postal and delivery service Royal Mail just launched a new campaign to raise awareness about the different ways customers can send parcels ahead of the Christmas season.
Developed by creative agency AMV BBDO, “Send It Your Way” presents how Royal Mail makes it easier to send parcels through the company's extended network of over 5,000 new drop-off points.
The campaign also includes promoting the launch of Royal Mail's lockers and Collect+sites, in addition to at-home collection service Parcel Collect.
View this post on Instagram
Heidi Kieran, head of consumer marketing at Royal Mail, shares in a statement how the postal company’s advertising strategy emphasizes how it makes sending parcels more convenient, including buying postage online:
"Whether you prefer to have your postie collect your parcel from your doorstep or would like to drop it off whilst you’re out and about, Royal Mail offers unrivalled options to suit every lifestyle."
The integrated campaign includes 30-, 15-, and six-second ads that will roll out on VOD, radio, and online starting October 7 and on TV and cinemas beginning November 4.
Building an Emotional Connection
In a series of vignettes, the 30-second film, directed by Finn McGough of Red Studios, features various hands using both real staff and actors posting and collecting parcels which builds an emotional connection with the audience.
The ad opens with a grandmother wrapping a toy rabbit in a box to prepare it for delivery. And then, she purchases postage online highlighting Royal Mail’s easy-to-use digital options for customers.
We now see the grandmother dropping the parcel off at a parcel locker.
Next, the film transitions to a child handing a parcel to a Collect + shopkeeper, demonstrating another convenient drop-off option.
View this post on Instagram
To highlight the Parcel Collect service, the film shifts to a business owner handing a stack of parcels to a postie on the doorstep.
During these scenes, the camera focuses on how the parcels are smoothly passed from one person to another, showcasing Royal Mail's reliability and ease of use.
We now see shots of customers’ hands relaxing and doing other activities, highlighting the time customers can save with Royal Mail handling deliveries.
"And you're free to do something else. How handy is that?" the narrator asks as the spot closes.
According to AMV BBDO creative partner Tim Riley, "Send It Your Way" aims to build customer trust by showcasing how it's now easier and cheaper to send parcels via Royal Mail.
Recently, AMV BBDO also launched a new campaign for VOXI Mobile that brings back two of its quirky characters, talking brains Syd and Frank.
Editing by Katherine 'Makkie' Maclang
