The story of a NZ Post courier driver and his very special delivery.
The task was two-fold: get Kiwis to choose NZ Post when sending their parcels across the country, and furthermore, create awareness and education around its superior ‘courier’ delivery option. So along came a story about a very unique sort of relationship.
NZ Post delivers a new brand identity and campaign.
New Zealand Post delivers more parcels than any other courier service in the country. Yet, understandably, many New Zealanders still associate the brand primarily with mail.
With the wide range of innovative delivery services New Zealand Post offers today, and the spectacular growth of online shopping, this brand issue had become a barrier to growth.
Sarah Sandoval GM Consumer Marketing and Brand says:
“We’re more than a mail delivery business on the inside and how we look and communicate needed to reflect that. Customer research and insights showed that our brand salience linked to parcel delivery was low and fragmented branding was causing confusion in market. The need for change was clear and we developed a strategic direction to align under NZ Post to future proof our brand. With 182 years of heritage, enduring trust and a longstanding relationship with communities across the country our objective was to connect this to the future of our business. We wanted to show New Zealand that the world has changed, and we’ve changed with it to better facilitate their needs.”
A new brand identity was also designed to create a quantum shift in perceptions, created by Arch MacDonnell and Toby Curnow of design agency Inhouse.
The launch campaign is designed to connect with consumers but also, very importantly, the many New Zealand businesses that regularly use delivery services.
NZ Post and FCB wanted to create a creative platform that heroes the new brand for audiences, doesn’t just say ‘we’ve changed our logo’, shows how we’re delivering more and would also stand the test of time.
Leisa and Vegas, FCB ECDs are excited to share this new work with NZ
“We can’t wait to share the next chapter in the adventures of our much loved NZ Post courier. In this new campaign he’ll be joined by some charming and curious neighbourhood kids to create some delightful storytelling – a series which will be rolled out to the New Zealand public over the next couple of years.”
Leisa Wall and Peter Vegas, FCB Executive Creative Directors
NZ Post has launched a new Christmas campaign, which is a charming celebration of the little white lies it’s only acceptable to tell at Christmas.
After all, we all want to make sure there’s no spoilers before the big day.
In the playful tale we watch a New Zealand Post courier helping to keep the magic of Christmas alive, by conspiring with a family’s game of Secret Santa. The endearing courier goes above and beyond to keep their ho ho secrets, hush hush. Their covert exchanges are all brought to life with a little help from a classic Fleetwood Mac track, sung by a local choir for bonus festive points.
With more and more Kiwis doing their Christmas shopping online, who better to help keep ho ho hush hush than the company delivering the most presents through the country, New Zealand Post.
Our objective for this campaign is to increase brand saliency for NZ Post as a parcel delivery business and to connect our brand to that key and often emotional moment of receiving a parcel from online shopping, whether it’s a parcel for yourself or a loved one.
Sarah Sandoval, GM Consumer Marketing & Brand, NZ Post
The Ho Ho Hush Hush theme continues from the 60” TVC right through to 45” and 15” cut-downs, out of home, social, and even onto courier vans.
Love the insight around telling harmless porky-pies in the lead up to Xmas; love the not-so-subtle humour of the nose grows and secret exchanges; and love how it changes emotive gears the moment our hero’s questioned over his Xmas spirit. Of course, nothing happens and our iconic Kiwi postie passes with flying colours.”
Tony Clewett, Chief Creative Officer, FCB
The campaign launched across TV, out of home, social, and even onto courier vans last night and will be running from 3 November to 21st December.
