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...