Mailmen campaign changed thinking for Royal Mail

Submitted by: Jess Taylor 08/11/2016

Royal Mail Mailmen
Brand Name: Royal Mail MarketReach         Agency: Publicis Chemistry

Background

Spend on direct mail has declined as many brands opt to use digital channels for one-to- one communications. While Royal Mail was recognised for its strong brand heritage, some marketers did not see mail as an innovative medium.

The Case Study

Royal Mail MarketReach decided that it was the wrong spokesperson to champion its own medium, so took the bold move of removing its logo from the campaign. A group of famous advertising and marketing people endorsed the channel, many were the last people in the world anyone would expect to be saying good things about mail. The key message, was that mail is not only a valued and effective medium in the eyes of consumers, but plays a huge role in a multi-channel world. The campaign didn’t just rely on the medium it was championing. The launch of Mailmen combined highly targeted OOH with online and offline advertising in the marketing press. Mail was a key element, and simple formats were chosen to demonstrate the accessibility of the channel.

Results

  • The campaign broke down negative perceptions of advertising mail, made the medium acceptable again and helped drive a 5% increase in UK mail volumes – the best mail industry performance in Europe.
  • 53% of agencies said the campaign made them think differently about mail, backed by a 30% increase in advertisers saying they were likely to use mail in the next 12 months.

 


 

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