November 2007
How do you convince New Zealanders to fall in love with mail again? New Zealand Post and Saatchi & Saatchi have launched a campaign to do just that.
The campaign, the start of a five year programme for New Zealand Post, will reawaken that latent knowledge and love of mail. The three 60 second TVC’s, billboards and other collateral including letters to staff and stakeholders of New Zealand Post rolled out earlier this month.
Creative Directors Tim Hall and Kate Catalinac worked with Flying Fish Director Gregor Nichols and DOP John Toon to produce the TVC’s.
“They’re beautifully cast and crafted. But most importantly they communicate how much a letter or parcel can mean for the sender and the receiver. We forget how powerful the mail medium can be compared to a text or email,” says Tim Hall.
Graham Smith, GM Marketing Postal Services Group said, “I sense this campaign will resonate very strongly with New Zealand. It’s part of a bigger job to re energise our mail business in both the consumer and business space. There are some very powerful themes within the campaign that capture the essence that mail is the best medium to show people you care.”
General Manager of Saatchi & Saatchi Wellington, Cameron Harland, said the development of the campaign from start to finish had been a pleasure.
“We worked as an integrated client/agency team throughout and had support from the very top of the organisation which made a big difference. I am very proud of this work.”
Peter Loveridge, Brand and Marketing Communications Manager said, “From a brand perspective this will do a powerful job – simple yet powerful stories told well.”
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