Post Office – Strategy to Campaign Delivery
The Challenge
Despite positive sentiment, Post Office was losing relevance, seen as institutional and rooted in the past. They wanted their first brand campaign in four years. A pitch against the incumbent agency.
An initial creative idea, THE MOST OFFICE, focused on their presence in local community businesses. The challenge was to turn this into a platform that made the brand feel human and relatable again, strengthening consideration with existing audiences and opening it up to new generations.
The Strategy & Platform
I reframed THE MOST OFFICE from a statement about the brand into a platform rooted in lived experience. By swapping POST for everyday situations, the idea shifted from what it is, to when it matters.
Anchored by Here for what matters, it created a clear role in people’s lives – able to show up with relevance and consistency across different audiences.
The Media Change
When film was brought forward into phase one of what was originally a two-part campaign, the platform needed to move quickly from static to lived moments.
Through fast-paced, collaborative sessions, I led creative direction on the development of film scenarios, pressure-testing the idea against priority services.
Press, Radio 10” & 30”, VOD 10” Top ’n’ Tail, Cinema 10” Top ’n’ Tail, Social, OLV 6” YouTube non-skippable pre-roll & 10” In-read
Focus group testing
We tested with real audiences across multiple focus groups. People understood the idea immediately, with the scenarios prompting laughter and story sharing.
4×3 Millennials (18–36) | 4×3 Gen X (37–54) | 60–75 min sessions
The Live Campaign
The campaign delivered powerful results, running across the Midlands, London and South East, designed to build through multiple touchpoints.
This allowed more familiar moments to land for existing audiences, while giving space for contemporary scenarios to bring new generations into the story.
Film recce and shooting
Work that Works
The campaign changed perceptions, increasing awareness, consideration and likelihood to use services across all regions.
Results showed meaningful movement across the funnel (from recognition through to intent), not just short-term attention.
