Post Office: The Great Currency Deal

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THE TEAM

Mark Fiddes, Alistair Ross, Steve Waring, Andy Brown, Sharon Jiggins, Sarah McLean, Kate MacKinnon, James Calvert, Russell Mallows, Alison Frances.

Other contributors:

Dare - ATL, OMD - Media, Open - In-branch media, Chris Wray - Illustrator.

WHAT IS WONDERFUL ABOUT THIS WORK?

The Great Currency Deal showcased the currency on sale with illustrations of key cultural symbols. Against fiercer than ever competition, the Post Office increased their high value transactions and achieved a significant and measurable impact on income for each weekly currency deal.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

The Post Office is defending a market-leading position in the travel money sector against competitors such as Thomas Cook, M&S, Tesco and high street banks. We also found that four out of ten travellers buy their travel money at the airport, abroad or on their credit card, often paying higher exchange rates. In the current climate, consumers are looking to reduce their costs, and stretch every penny that bit further. We ran a series of currency deals across the key summer months to demonstrate that the Post Office can help them do this. The Great Currency Deal featured a different currency each week from top holiday destinations outside the US and Eurozone. We also ran a special deal in-branch on Euro and Dollar transactions over £1,000, designed to increase our average transaction value. Media was targeted towards four customer segments, and channels included DR press, online, radio, outdoor, email and in-branch.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?