what3words: Letters without an address sent to postmasters

This case study details how What3words, a geocoding system for the simple communication of location, targeted developing countries in Africa without reliable addressing systems.

what3words: Letters without an address sent to postmasters

Agency: OgilvyOne UK

Did you know that 75% of the world's population has no reliable system of addressing? Revolutionary addressing system What3words wanted to drive leads by starting a conversation with Postmasters in developing nations with no addressing systems in place.

Strategy

Around four billion people lack a proper system of addressing, making them invisible without a reliable way of receiving important mail.

This is a barrier to growth for developing nations - they can't benefit from the increase in mail from e-commerce. Putting an addressing infrastructure in place costs millions of...

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