|MAIL FORWARDING SERVICE
|A09. INNOVATIVE USE OF TECHNOLOGY
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
EARTH PEOPLE Stockholm, SWEDEN
|Ingrid Wallmark Hjerpe
In this project, the media and creative team were one and the same.
The brief was to show young people the value of Adressändring in a way that was meaningful to them. We did this by forwarding personal content to the sites they were already browsing--- maximizing the value and relevance.
The beauty of the campaign was that it followed the user everywhere they 'moved' on the web, delivering value by 'forwarding' their social media and also heightening their knowledge, awareness and interest in Swedish Adressändring.
Unfortunately, Post Forward has only recently launched with no paid media but it's quickly gaining momentum. We look forward to seeing the results in several months after paid media support.
Adressändring is a mail forwarding service in Sweden. You use it when you move to make sure your important mail gets to you.
While a popular service amongst adults, many young people do not know about or use it. We wanted to explain Adressändring to a younger target in a way that would be meaningful to them.
Young people are very digitally transient, moving from place to place on the web. We leveraged this insight and created a digital metaphor for Adressndring's service. We called it Post Forward.
Post Forward forwards your social media feeds to banner ads on the web. So no matter where you move, you get important posts.
Post Forward was relevant for the client because it explained their service to a younger audience in a way that was meaningful to them.