BPOST DM LOVELETTERS FROM THE BELGIAN POST by TBWA\ Brussels

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LOVELETTERS FROM THE BELGIAN POST

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Belgium
Agency TBWA\ Brussels
Creative Director Frank Marinus
Art Director Philip De Cock
Copywriter Tom De Vliegher
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: BPOST
Product/Service: MAIL SERVICES
Agency: TBWA\BRUSSELS
Date of First Appearance: Apr 12 2010
Entrant Company: TBWA\BRUSSELS, BELGIUM
Entry URL: http://proudof.agency.be/bpost/loveletters/site/loveletter/
Art Director: Philip De Cock (TEQUILA)
Copywriter: Tom De Vliegher (TEQUILA)
Creative Director: Frank Marinus (TBWA)
Account Manager: Michael Renier (TEQUILA)
Account Director: Bénédicte Ernst (TBWA)
Client Services Director: Nancy Vanlerberghe (TBWA)
Project Manager: Jan Bikkembergs (Agency.com)
Senior Brand Manager: Peter De Fré (Bpost)
Senior Communications Manager: Els Lagrou (Bpost)
Senior Internet Manager: Gregory Schiltz (Bpost)
Director Group Marketing Communications and Branding: Christ'l De Jonghe (Bpost)
Media placement: PR Campaign - PR - April 12, 2010
Media placement: Online Bannering - Hln.be, Msn.be - April 12, 2010
Media placement: Website - Internet - April 12, 2010

Describe the brief/objective of the direct campaign.
The Belgian Post faces two challenges:
1. The sending of letters is rapidly declining.
2. Soon the Belgian market will be 100 % open for competitors.
Belgian Post's new branding campaign is all about caring. The new baseline 'The Post takes
care of it' was launched via billboards and TV commercial.
In the 2nd phase our direct campaign had 2 goals:
1. Make people feel the care.
2. Promote the writing of letters.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited all Belgians to send a love letter to their sweetheart. To help them we hired 4
Belgian celebrities to act as ghost-writers. On the Love Letter site you select your favourite
ghost-writer. You fill out the data of your loved one and then watch how the celebrity is writing
your letter. The next day your lover receives a handwritten letter from you.
The love letter reveals that you have got some help from a celebrity ghost-writer. It contains a
unique URL to watch a video with the making-of movie.

Explain why the creative execution was relevant to the product or service.
A paper loveletter sent by mail is more powerful and authentic than an e-mail or text message.
So it is a great way to prove the relevance of the paper letter. Moreover by offering the service
of the celebrity ghost-writers for free we proved our tagline 'The Post takes care of it' in a very
heart-warming way. Last but not least: we did not fight digital media, but used the online tools
and the online buzz via social networks and forums to support our case.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The press release was massively picked up by national TV channels, press, bloggers and
online forums.
In one month 22.000 letters were sent.
The Love letters website received 100.000 unique visitors.
The Love Letters case won a silver John Caples Award in the category 'Interactive'.