Royal Mail: Lolxperiment

Royal Mail, the UK postal service, wanted to convince young people that mail offered something digital media couldn't.

Royal Mail: Lolxperiment

Proximity London

Entry Information

Category: Business and Consumer ServicesCountry where program ran: UKDate program started/ended: 14/01/11 – 14/211

Product Description: Royal Mail is the national postal service of the United Kingdom. 'Social Mail' is the term used to describe personal mail- i.e. letters written by and sent between individuals.

Advertiser/Client Name: Royal MailMedia Channels: E-Mail and Instant Messaging

Strategy

Marketplace challenge:

Like any traditional postal service, the Royal Mail of Great Britain has a problem. In a digital world, young people – their future customers – don't value...

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