BPOST Promo, Case study SMS CARD by Boondoggle Brussels

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Belgium
Agency Boondoggle Brussels
Creative Director Stef Selfslagh, Vincent Jansen
Creative Hans Neerhout, Raoul Floresca
Released December 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: BPOST
Product/Service: THE POST
Date of First Appearance: Dec 13 2010
Entrant Company: BOONDOGGLE, Leuven, BELGIUM
Entry URL: http://www.bornoncloud9.be/canneslions2011/bpost/smscard-media/index.html
Senior Marketing Communication Manager: Els Lagrou (BPost)
Creative Directors: Stef Selfslagh/Vincent Jansen (Boondoggle)
Creatives: Hans/Raoul (Boondoggle)
Design: Geert Van Grunderbeek/Nancy Vanoppen (Boondoggle)
Account Director: Flup Coppens (Boondoggle)
Account Team: Johan De Backer/Elke Dreesen (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
TV Producer: Doris De Smet (Boondoggle)
TV Production: Latcho Drom (Latcho Drom)
Print Producer: Carina Hölsher (Boondoggle)
Media placement: TV Campaign - 1 Spot - Belgian TV Channels: 2BE, VT4, VTM, LA2, CLUB RTL, RTL-TVi, PLUG RTL - 15/12/2010
Media placement: Banners - 3 IMU's - Online - Www.hln.be, Www.7sur7.be - 30/12/2010
Media placement: Street Sampling - Streets In Major Belgian Cities - 15/12/2010

Insights, Strategy & the Idea
BPOST, the Belgian post, wanted to promote the sending of letters and postcards. Belgians love receiving a letter or card in the mail, but sending one is still a bridge too far. The Belgian post is considered old-fashioned and it is easier to communicate via e-mail, SMS or your favourite social network. A traditional campaign to try and convince people that sending a postcard is fun and easy to do would not work: similar campaigns in the past had little effect. Instead, we made it more fun and easier for people to send a card. And we did this, during the time of year when people love to get a postcard, but rather send a text message with their mobile phone: the holiday season.

Creative Execution
Last year, 96.1 million SMS messages were sent on New Year’s Eve. And 50% of all Belgians admitted that although they like to receive a real postcard, they prefer to send an impersonal SMS to their contact list, because it is easier to do. That’s why we combined the personal touch of a real card, with the ease of sending an SMS. We introduced a new product: the SMS card. An SMS that is sent as a real card, with your personal wishes printed on it. For the design, we used the classic SMS lingo, with an end-of-year twist. Six cards were made, each with a unique emoticon on the back. Examples include the SMS angel, the SMS reindeer and the SMS fire arrow. The SMS card was launched using a TV campaign, Direct Mail and live sampling.

Results and Effectiveness
Thousands of cards were sent in only 2 weeks. The initiative received coverage in all major Belgian newspapers and the BELGIAN POST was praised for their step forward in modern communication. The SMS card gave the “traditional” BELGIAN POST a relevant place in the digital world.