1. Royal Mail Real-Time OOH Challenge Solution Results
As the Official Stamps Supplier of the 2012 Olympics, Royal Mail saw a great opportunity to make stamps relevant again by printing special edition celebratory stamps in tribute to each Team GB and Paralympic GB Gold Medal winner.
In a Royal Mail first, the celebratory stamps were made available by lunchtime the following day. Our challenge was to make the public aware of the chance to own a unique piece of Olympic history.
Solution
Our strategy was to operate in real-time and use advertising to keep our audience informed of the sporting action as it unfolded.
We selected digital outdoor XTP’s on the Underground in and around sought-after Games vicinities. This allowed us to reach commuters following the sporting action on their way into work, as well as those travelling to Olympic events. Each XTP used constantly-refreshed creative of the latest Gold Medal Winner Stamp, uploaded within 30 minutes of the latest Team GB win.
Results
Research showed that the Royal Mail campaign prompted the highest advertising awareness rate across the Games period.
Over £21m of stamps were sold (75% above expectations) and new collectors of stamps grew by 20%, with a younger and more female profile meaning that the campaign delivered against its objective of attracting a new generation of stamp collectors.