On the 12th of December, all national dailies printed their covers in black and white. La Poste’s new logo appeared in colour.

On the second page facing the real, coloured, cover of the newspaper, La Poste explains this change.

Same idea on the web.A poster of 400m2 was installed on the TF1 building-France’s and Europe’s largest TV channel. A TV campaign permitted to deliver the message to a broader population. La Poste sponsored all Christmas programmes and 700 billboards.

Campaign qualified as modern, dynamic and aesthetic by 70% of the population with outstanding results on all criteria measured : recognition, recall, impact.