Challenge
With the UK’s burgeoning retail and ‘marketplace seller’ phenomenon (being further enhanced throughout the pandemic) parcels is a growing focus for Royal Mail. They are the default carrier for most, but the younger competition is sometimes perceived as the more obvious option when buying online. The task is to switch postage buying behaviour – ingrained for generations – to Royal Mail’s app or website.
Solution
The “Click and Drop” product enables everyone, including marketplace sellers and SMEs, to be free to pay for postage and print labels at home or in their office before taking their parcel(s) to one of 14,000 drop-off locations (including a growing network of Parcel Postboxes). There is also now the option to get parcels picked-up by the new ‘Parcel Collect’ service. A multi-media campaign was created – anchored in the creative idea of “Postage that fits around you” – which spans targeted digital and social channels as well as TV, VOD, audio and print. Digital display & social channels gives the targeting precision and frequency to tell many aspects of the story – picking off one at a time. Focusing on sites like eBay puts Royal Mail in front of regular parcel posters. Telling a simple story to change behaviour The launch activity focused on showing how Click & Drop brings ease. Showing the basics of the product in different scenarios bought it to life for the different audiences. Subsequent phases delve into more product detail – showing how it works and being more specific for different audiences’ needs. A fresh approach for Royal Mail Moving away from the traditional ‘postman and delivery vans’ approach represents a digital transformation for Royal Mail. A contemporary approach showcases key features including parcel postboxes. Making the most of increased audio listening during lockdown Audio gives the campaign extended reach with the increased listenership. The creative idea is bought to life representing how posting parcels can fit into a busy day.
Results
It’s early days, yet goals are being achieved with app downloads having more than doubled, and website traffic and Click & Drop revenue increasing substantially.
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