Royal Mail: LolXperiment

Proximity London

THE TEAM

Caitlin Ryan, Debi Bester, Nina Lindh, Luke Mcclure, Martin Power, Soni Singleton, Chris Monk, Fiona Brown-Hovelt, Ewa Kwolek, Emma Rush.

WHAT IS WONDERFUL ABOUT THIS WORK?

Get teens to discover a medium they just don't know: the letter. Our experiment inspired 200 teens to write love letters. In 30 days, the LolXperiment inspired 21,600 minutes of letter writing, generated 30,000 online comments and video responses, was picked up by BBC Radio and engaged with half a million teens and teachers!

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

Royal Mail faced a business problem. Today's young people don't value letters. Growing up in a digital world, only one in five has ever received a letter, and just one in 10 has written one. So how could we show them what the letter can do...? Quite rightly, the law prohibits cold DM to youths. We could've created beautifully crafted ads promoting the letter, but our budget wouldn't even buy an ad in a teen magazine. This generation believe each other before they'll believe a brand, so we spoke to them in their language, through their media, on their terms, and pitched it as an experiment. Teens embraced the letter as part of their media mix - and over 30 days their response went from laughing out loud’ to loving our letters’!

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?