Cannes Lions

COURIER DELIVERY SERVICE

AIM PROXIMITY, Wellington / NEW ZEALAND POST / 2008

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Overview

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Credits

Overview

Description

Launch new, cutting-edge devices for New Zealand Post’s courier services that track the progress of a parcel’s delivery, allowing secretaries to see where their parcel is.

Execution

We wanted to wake bored secretaries up! But we only had enough money for a flat letter. Our solution was to send out an apparently blank letter, printed with light-sensitive ink. The copy on the envelope told them to open it outside. Once exposed to daylight the letter slowly revealed itself. Not just intriguing, this also highlighted the difference between old delivery processes where you can’t see a parcel’s progress, and our new ‘Revealing Technology’ where you can.

Outcome

Our 15 day campaign generated 1319 responses or 189% of target.

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