AMV creates first campaign for Royal Mail

Abbott Mead Vickers BBDO has created its first TV campaign for Royal Mail, introducing the new positioning: "With us it's personal."

The campaign, the first major brand campaign launched by Royal Mail in three years, focuses on how its employees - viewed by the company and the public as its biggest asset - go the extra mile to service customers.

AMV, which won the £20 million brief last May, has created a 40-second and two 20-second spots, called "barriers", "collections" and "special delivery".

Each ad shows the trials and tribulations that Royal Mail staff go through to deliver products. They emphasise delivery despite poor weather conditions or severe traffic congestion.

The track Love will Come Through by Travis is used in the ads and is being released to tie in with the campaign launch on 1 March.

Paul Rich, the marketing director at Royal Mail, said: "We are very much focusing on the strength of our own people. The ads feature 24 of our staff to show the effort they go to each day. We aren't trying to copy the style of anyone such as Halifax, it is part of our brand truth that our people make the difference."

The ads were written by Peter Souter and art directed by Ron Brown and directed by Stuart Douglas through @radical.media.

To support the TV ads, a £1.5 million national press and direct marketing campaign is launching on 15 March to encourage businesses and consumers to "get personal".

The four press executions have been written by Chris Bardsley and art directed by Dave May.

Media planning and buying is by Carat.

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