| Title | E(MERCH)ING |
| Brand | THE NORWEGIAN POSTAL SERVICE - POSTEN |
| Product/Service | POSTAL SERVICES |
| Category |
I03. Single-market Campaign |
|
Entrant
|
POL Oslo, NORWAY
|
|
Idea Creation
|
POL Oslo, NORWAY
|
|
Idea Creation 2
|
ALSO KNOWN AS Oslo, NORWAY
|
|
PR
|
POL Oslo, NORWAY
|
|
Production
|
ALSO KNOWN AS Oslo, NORWAY
|
|
Post Production
|
ALSO KNOWN AS Oslo, NORWAY
|
|
Additional Company
|
NO NAME OSLO AS, NORWAY
|
Credits
| Rikke Jacobsen |
POL |
Copywriter |
| Anette Finnanger |
POL |
Art Director |
| Marius Eriksen |
POL |
Client Director |
| Kristin Eidså Brantzeg Scheele |
POL |
Client Manager |
| Simon Karlson |
POL |
Planner |
Background
The Norwegian Postal Service (referred to as Posten from now on) was going to sponsor of some of the biggest festivals in Norway in the summer of 2020. When all festivals were cancelled the brief changed. We were to find a new way to engage, activate and improve the liking of Posten among young adults aged 18-25 in the middle of a pandemic. The objective was to make Posten more liked in the target audience and strengthen associations such as innovative and "making everyday easier".
We had a cancelled summer, many in the target audience robbed of the highlight of their summer and artists who lost their income. We saw this as an opportunity to really step up and be a positive force.
Describe the strategy
This target group is extremely hard to reach, considering both well spread use of ad-blockers as well as a disinterest in everything that seems "bought" or not authentic. By creating real merch together with a hyped artist and big musicians we created something that the target audience really wanted. As a postal service company we wanted to show our role in popular culture without interfering or making it about us. That is why we developed a specific look and rather than having us speak, just showing how our services can make cool things happen. Since the target audience are into trading, shipping and selling clothes themselves we included an howto and free shipping with the merch so they could use our new "send from home" service to either sell this t-shirt or start using Posten for their shipping needs.
Describe the execution
We had 5 t-shirts that was developed with the Ma$arati and the artists, we decided the reveal and release them one by one – creating hype, mystery and traffic. By releasing one every week we got the campaign going for a full week, and depending on the artist behind the t-shirt we reached different sub-groups within the target audience.
The campaign was launched solely through PR and social media. All the revenue from the merch went directly to the artists, so they had a good incentive to whip up their fanbase to buy and share the campaign.
List the results
The campaign got 22.000.000 impressions
We managed to get over 500.000 NOK in revenue to the artists.
We got PR in some of Norway biggest newspapers.
We reached an all time high liking in the target audience. 9 out of 10 has a strong positive impression of Posten in the target audience.
We had a view through rate of over 70% on our video content.
We had a 44% increase in the association "innovative" in the target audience.
Please tell us how the work was designed / adapted for a single country / region / market.
Only in Norway