Travelling down to Melbourne last week to pitch I saw the entire Australia Post on the Qanta inflight. Lovely- it’s quirky, real, gentle and proud.
Campaign Brief reports that it’s the first time in over eight years Australia Post has gone to air with a brand campaign, which consists of seven 30 second spots. Two units shot for 16 days in 39 different locations to create these tvcs which brings us up to date with what the company does today. There is a different execution for every day of the week and a media schedule that plays them that way.
I can’t say how many conversations I’ve had about this campaign- what is the call to action? How will it translate into tactical expressions?
I think that the connection thought expressed in the TVC is so much more than just an education piece. It outlines more than just the benefits of the company, like the joy of recieving letters, it really underpinns how well Australia Post understands Australians, the ebb and flow of our daily lives and how we identify ourselves to ourselves.
The website is so dissapointing. There is no reason for ‘everyday’ suddenly to become ‘ordinary’ because it’s online. How did the message change from ‘every day people’ to ‘totally empty workstation’?
Such a wasted opportunity to listen to stories, allow interaction and exploration, and build on a fantastic emotional base.
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