Christmas 2021 was a busy time – especially for the Post Office!
Two weeks before Christmas, with many customers leaving it last minute to post their parcels Red Brick Road was tasked with creating a PR campaign that got Brits posting. We wanted to communicate to customers that they needed to get posting to ensure hardworking Postmasters were not overwhelmed by an influx of last-minute deliveries.
Our approach was to create urgency of posting and so we worked with the Post Office to calculate Monday 20th December as the Post Office’s ‘peak posting day’. This was chosen because it heralded the start of the final five working days before Christmas and 2019 data suggested that in the two weeks before Christmas, trading activity doubled.
Our press release combined this announcement with five top tips to customers and communities from Laura Joseph, Post Office Customer Experience Director to ensure trips to the Post Office ran as smoothly as possible.
The campaign was a huge success and secured 213 pieces of coverage – across radio, TV and online – with an estimated reach of 121.6 million.
This included coverage in the Daily Express, iNews and the Independent – plus several profiling pieces for Laura Joseph which featured a Q+A in the Sun, a television interview with Sky News and five radio interviews with the BBC.
“Red Brick Road grasped our needs for the rebrand from the very beginning and worked with us and our members to deliver it with passion and enthusiasm.
The feedback from our members and wider stakeholders was universally positive and I’m delighted we chose to work with Red Brick Road on the project.”
“Working with the team at Red Brick Road was an absolute joy. They produced excellent work and met critical deadlines for us, even when requirements changed along the way. They were great sparring partners and gave us invaluable strategic and creative input. Most importantly, it was genuine fun to work with such kind and talented people.”
“Working with Red Brick Road was a really positive experience. The team were really great, we enjoyed our interaction and found they delivered high quality work on time whilst being very flexible to work with. The strategic work is outstanding and revealed so much about our brand. We’re very happy with the overall outcome and excited about unlocking its potential as we move to implement the creative direction.”
“Thanks to the Red Brick Road team for all your support and being a great extension of the Hilton team.”
“I love our new TV commercial, I think it is a fantastic representation of our new positioning. Well done to Red Brick Road for such a great job.”
“Red Brick Road are a joy to work with. Alongside their strategic, creative and commercial expertise, they quickly got to grips with our cause and need. They took the trouble to truly understand autism, and the challenges facing children and their parents in a Covid environment. We were blown away by their proposal and its execution. The outcome is a product that means so much to families having a tough time right now, as well as raising vital funds.”