The Royal Mail is plunging more money than ever before into a
pre-Christmas advertising blitz to persuade people to put more cards
into post boxes rather than delivering them by hand.
Half the Christmas cards sent during the festive season do not go
through the postal system - and the Royal Mail wants to tip the balance
in its favour.
As a result, it is putting a record pounds 3 million behind a TV and
poster campaign that will break next Tuesday through Bates Dorland.
The advertising comes during a period when the Royal Mail is expected to
handle about 140 million items a day - roughly double the usual
amount.
But David Wood, the Dorlands account director on the business, said:
’With half the Christmas cards in the UK still hand delivered, a shift
of only 1 or 2 per cent can make a huge difference in Royal Mail
revenues.’
The latest commercial is a development of the ’I saw this and I thought
of you’ campaign which Dorlands has been developing for the past two
years.
In the film, a man receives a pair of sunglasses - complete with festive
decorations and flashing lights - through the post. The gift seems a
curious one, until it is revealed that he needs the sunglasses to admire
the bright and spectacular display of Christmas lights adorning his
front garden.
The commercial was written by Ruth Jackson, art directed by Nick Simons
and directed by Mark Denton for Godman. Media buying is through
Carat.
Wood added: ’We’ve been experimenting with the campaign to get the right
balance between print and TV. It’s working brilliantly.’
