First of all, the awareness of the specific service - bpack - rocketed with a whopping 65%. In 6 days time we registered 260.000 unique visitors. And every hour the shop was online, we sold 8 products on average.

And last but not least, bpost gained a lot of trust from suppliers that for all other online activities will now consider bpost as one of their best delivery partners.

A week in advance, a direct mail (print & e-mail) was sent to a core target group to inform them of the action. Subscribers were alerted by an sms (text) when the shop opened. On top of that, radio commercials announced the event with a clear indication of the URL, and were repeated every day at the time the shop went online. People could follow the 'reversed auction' through banners everywhere: news sites, chatforums, Facebook etc. Once a product was sold the item was immediately picked up by a postman, live in front of the webcam.

Thanks to a huge online media plan you just couldn't miss it. And after opening hours, we used the banners to show the first 3 items of next session: a virtual window shop.

What was the demand?

As the former national incumbent, bpost felt the pressure of the new contenders in the free market for delivery services. Especially so for everything linked to online shopping, an ever growing business segment. So they quickly needed to prove their ability to deliver. In every sense of the word.

Don't say it, show it. And a show is what we made of it. We opened a pop-up store in the center of the capital. A lot of must-have items were put on display. But the only way to buy them was online. On top of that, the price of the product on show dropped every second. So people had to act real fast to catch it before someone else did. And once sold, the item was immediately picked up by a postman. So everyone could see for himself how fast and reliable bpost was.