US Postal Service: Holiday Playbook

This case study describes how the United States Postal Service (USPS) promoted itself to American households during Christmas – its busiest time of year.

US Postal Service: Holiday Playbook

Campaign details

Agency: MRM//McCannClient: US Postal ServiceCategory: Retail and Direct Sales

Executive summary

Christmas is the busiest time of year for the United States Postal Service and it wanted to prove to its target audience – every American household – that it would be there to support them through the holiday season. A multifaceted campaign used direct mail, including a spoof 'playbook' with ideas for how to get the best from the USPS. It also used augmented reality, which was triggered by every post box in the country. As a...

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