Australia Post goes for the heartstrings, championing regional Australia

Australia Post has launched a series of five TVCs in its latest ‘Everyone Matters’ campaign, celebrating the small moments of its regional branches.

Australia Post has launched a heartfelt appeal to the Australian public’s sense of community. The five 30-second spots arrive as The Monkey’s first work for Australia Post since winning the account in September of last year, with media agency Dentsu X.

The campaign focuses on small moments regional Australians have with AusPost staff, including post-office manager Bruce’s comments on his customers’ pilates weights arriving: ‘I hope they work-out’.

“This campaign illustrates what Australia Post does for our customers every single day: we focus on how everyone matters,” says Australia Post head of enterprise marketing Anne Stout.

The spots will be accompanied by print components, featuring portraits of ‘everyday Australians’ taken by photographer Cory White. The campaign is set to release over TV, outdoor, digital, radio, PR and social this week.

“We wanted to tell stories at a human scale,” says CCO of The Monkeys Ant Keogh,“the films are humble and understated but we think that’s where their power lies.”

 

Stout continues, “The campaign centres on what drives us to make a difference in people’s lives; whether that’s making more flexible delivery choices or helping small businesses to expand into international markets, or being such an integral part of local communities that our delivery people would recognise, recover and deliver safely home a little boys’ stranded stuffed toy.”

 

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Josh Loh
BY Josh Loh ON 25 July 2018
Josh Loh is assistant editor at MarketingMag.com.au