Australia Post is gift wrapping bus shelters throughout Melbourne and Brisbane to promote its Load & Go gift card campaign.

The campaign, which will see Adshel bus shelters wrapped for Christmas, encourages commuters to purchase a Load & Go Visa prepaid gift card by ‘Shazaming’ the ad through the Shazam app’s camera function. Well-known for its music recognition software, Shazam recently also brought on visual recognition capabilities.

The campaign, in partnership with Dentsu Mitchell, Posterscope, GPY&R and Adshel, allows Australia Post to “capture consumers in high dwell environments,” says Dentsu Mitchell’s client service director Eliza Golub.

“Adshel provided a platform for us to integrate the interactive Shazam messaging allowing consumers to purchase a Load & Go card immediately, capitalising on the limited downtime consumers have in the lead-up to Christmas”

The bus shelter campaign will run until 13 December.

AustPost partnership with 1688.com opens Australia for business with China

Another announcement from Australia Post is the new partnership with China’s largest online wholesale website, 1688.com.

1688.com, the Chinese B2B online marketplace, was established in 2010 by the Alibaba Group to help foreign businesses sell their goods in China at wholesale prices.

Australia Post will help local businesses with pricing, language assistance, import licencing, customer service, marketing and competitive delivery rates and warehousing.

The first businesses to operate via the website’s new ‘Australian Pavilion’ will be five Margaret River wineries – EVOI, Flametree, Happs, Laurence and Rosily – in response to high demand for Australian wine in China.

China’s flourishing eCommerce sector is expected to become the world’s top import market for online goods by 2018.

“Our producers told us they needed a faster speed-to-market solution for Chinese exports”, says Nick Power, CEO of Margaret River Wine Association.

“The 1688.com Australian Pavilion is the culmination of many years of work to solve a major obstacle for the Australian wine industry, offering a simple avenue to sell and ship to China in bulk”.

Over the coming months, Australia Post will be working with other Australian wineries to broaden the range offered on the site, with the intention to expand to other products and services going forward.

RELATED: How Jacob’s Creek is positioning itself in the booming China wine market»