Switch postage buying behaviour to the added convenience and flexibility of digital channels.
Moving away from the traditional ‘postie and delivery vans’ approach, we demonstrate how digital channels provide benefits on the sender’s terms.
Behavioural economics analysis led us to emphasising ease using mnemonics and diagrams.
The launch activity focussed on showing how Click & Drop brings ease. Showing the basics of the product in different scenarios brought it to life for the various audiences. Subsequent phases delve into more product detail – showing how it works and being more specific for different audiences’ needs.
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.
Personalised posters around parcel boxes using regional data to convey up to date local info.
Digital display and social channels gave the targeting precision and allowed us to frequently pick objections and specific questions one at a time.
Website traffic and Click & Drop revenue has increased substantially.
revenue growth in digital channels, increasing digital’s proportion of total parcel revenue
Click and Drop awareness growth
increase in search interest
YOY increase in app download
feel Royal Mail is “moving with the times”