The parcels business is growing naturally due to the rise in eCommerce. However, it is a highly competitive arena with big international players such as FedEx and DHL fighting for market share.
The challenge was twofold:
- Drive people into Australia Post outlets and encourage them to send their own presents using Express Post, rather than ordering gifts online
- Keep the Australia Post brand relevant in an increasingly digital world
The insight behind the campaign was that it is always nicer to give someone a present in person rather than send it remotely. With that in mind, the question became: can technology allow people to send wishes virtually if they can't be there in person? The answer was yes - the Video Stamp.
Provided free with all purchases of Express Post, the Video Stamp allowed the sender to attach a 15-second video to the parcel via a unique QR-coded stamp. This mimicked the trend in 'snackable' video communications as seen in Vine, SnapChat and Twitter.
In order to view and share their Video Stamp, the recipient had to scan it on their smartphone or key in the unique log-in details to watch it on their desktop computers. The Video Stamp was launched first of all to Australia Post's 30,000 employees through DM, eDM and Head Office activations. This widened out to include the retail staff at all 4,500 Australia Post stores. In all, 7 million Video Stamps were distributed across Australia. The idea was seeded on social networks with tecchies and bloggers before being publicised with a national TV campaign.
The Video Stamp helped strengthen Australia Post's positioning as "Future Ready". Positive media attention was generated with hundreds of stories in press, online, TV and radio around the world. Over 3,000 conversations were started online generating 14 million social impressions. Other national postal services have asked to licence the technology. In the launch period alone, the Video Stamp connected people in around 250 cities in 50 countries with 45% of recipients watching their video more than once. Over the Christmas period, when shoppers often buy gifts online, there was a 133% uplift in videos scanned on December 24th and 25th, indicating a migration from e-commerce to personally packed and mailed parcels.