The challenge for us was that… well… parcel delivery is a pretty boring topic, and not something that customers spend too much time thinking about. So we needed to communicate the benefits of An Post’s new and improved service in a way that is differentiated, emotionally engaging, and would ultimately make people sit up and take notice. It’s not the job of the communications to depict the individual items that people buy in order to engender excitement: that’s a job better done by Boohoo.com, Amazon and Etsy. Instead, we wanted to delve into the ‘heart’s desire’ of how each delivery makes the addressee excited. As anthropomorphic devices, our ‘Things’ allow us to convey the common bond of anticipation that unites the parcel and the addressee. Not being delivered first time is a frustration that is solved by An Post, as their range of delivery options ensures that person and parcel find each other.
‘The Journey of Things’ thus dramatises An Post Parcels’ new level of customer flexibility and control through the adventures of a collection of curious and lovable ‘Things’. In place of inanimate packets and parcels, our ‘Things’ are the living representations of the all kinds of everything that people send and receive every day with An Post. And, because they are so valuable to both sender and receiver, An Post treats them with the utmost of care, making sure they find their new homes – no matter what.
