Royal Mail: LolXperiment

Royal Mail, the UK postal service, was concerned that teens favour digital media for communication and do not write or send letters.

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...

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