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