I think it’s fair to say that the Post Office has suffered some image problems in recent years. Customers often berate the service for its unreliable deliveries, confusing array of diverse products, poor opening hours, and high prices. However, its new campaign not only promotes a service that customers were screaming out for, but delivers the message in a tone of voice that’s far removed from Post Office campaigns of the past.
The Post Office is clear that “this is just the start” of things to come.
In April, Post Office CMO Pete Markey said that ““As a business we weren’t clear what we stood for. We’d got into what we called brand soup. So when we were briefing agencies we couldn’t clearly articulate quite what we stood for and where we were going. We were all things to all people. Our purpose wasn’t clear.”
The first fruits of this new strategy came in the form of print ads that explained how Post Offices were now open earlier, later, and on Sundays. There was also a social media campaign based around the hashtag #LoveSundays with vines and other reactive material being posted through the Post Office’s own Twitter account, as well as on DOOH screens. Targeted text messages and emails were even sent to customers that lived near a branch that was having its opening hours on Sundays extended.
All of the creatives feature the iconic Post Office red and are kept very clear and concise. A short piece of witty copy such as “Mail. On Sundays” and “Sunday times” are a departure from the Post Office’s usual communications, but work really well in these situations. They signal one of the first times that the Post Office are opening dialogue with its users directly and speaking to them – something that the general public aren’t used to seeing from a brand that’s been stuck in the mud in recent years. It’s by no means a re-branding or repositioning, but something more subtle.
Overall, it seems like the Post Office is entering a transnational phase that’s attempting to portray the brand as more warm, playful, and at the forefront of technology. This new creative direction is a small step at the moment, but it hints at being a stepping stone to greater things in the future. Let’s hope the Post Office can continue to deliver.