United States Postal Service/ USPS Promo VIRTUAL BOX SIMULATOR by Akqa San Francisco

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR
Market United States
Agency Akqa San Francisco
Associate Creative Director Jim Beaudoin, Suellen Schlievert
Copywriter Rachel Gillett
Designer Holly Tegeler
Released May 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Agency: AKQA
Date of First Appearance: May 26 2009 12:00AM
Entrant Company: AKQA, Washington, USA
Entry URL: http://work.akqa.com/submit/1/usps_ar/
Senior Account Director: Garry Pessia (AKQA)
Account Executive: Antonio Ceballos (AKQA)
Associate Creative Director: Jim Beaudoin (AKQA)
Associate Creative Director: Suellen Schlievert (AKQA)
Copywriter: Rachel Gillett (AKQA)
Senior Designer: Jason Fuqua (AKQA)
Designer: Holly Tegeler (AKQA)
Senior Web Developer: Aziz Syed (AKQA)
Senior Web Developer: Sergio Baptista (AKQA)
Technical Manager: Grant Furick (AKQA)
Quality Assurance Manager: Rick Fulgencio (AKQA)
Director Of Creative Development: Jon Reiling (AKQA)
Media placement: Augmented Reality Tool - www.prioritymail.com - May 26, 2009

Describe the objective of the promotion.
The U.S. Postal Service wanted to get America shipping with its easy-to-use Priority Mail Flat Rate boxes. This simple shipping option includes five boxes. Each ships for a low, flat rate no matter where it’s going or what it weighs. Customers can even get boxes delivered for free from USPS.com …in seven to ten days. But, without the boxes in hand, customers didn’t know which to order for their shipment. Too big and they'd be overpaying. Too small and it wouldn’t ship at all. There needed to be a way to help customers pick best fit for their shipments.

Describe how the promotion developed from concept to implementation
Augmented reality put boxes in customers' hands instantly. PriorityMail.com users just print a special eagle icon and hold it in front of their webcam to launch the Virtual Box Simulator. Once triggered, they can interact with 3D images of each box projected on top of the webcam's feed. Then they can hold up the real item they want to ship and see how it compares to the virtual boxes. Controls within the interface let users manipulate the boxes and try different sizes, until they find a box that fits their shipment perfectly. No measuring. No math.

Describe the success of the promotion with both client and consumer including some quantifiable results
To date, users have checked the Priority Mail Virtual Box Simulator more than 150,000 times. Requests for shipping supplies were up 27 percent in the first few months after launch and Priority Mail revenues increased more than 7 percent over last year’s numbers. Noteworthy for its simplicity and utility, the application earned press coverage in publications from the Wall Street Journal, Creativity, Time and Fast Company.

Explain why the method of promotion was most relevant to the product or service
The price of other USPS shipping options is determined by your package’s weight and destination. This campaign emphasises how Priority Mail Flat Rate boxes are different – each box size ships for a fixed price, no matter where it’s headed or how much it weighs. The Virtual Box Simulator helps demonstrate the product’s unique pricing structure and embodies the “if it fits, it ships” tagline.