The campaign is focused around how Post Office helps their customers get life’s important things done by targeting consumers when they are thinking about day-to-day tasks and demonstrating how Post Office is best placed to support making these tasks easier. The partnership aims to help Post Office engage with consumers as they go about their daily lives and to demonstrate how Post Office continues to be an important part of the fabric of the country today. Through the partnership, Post Office will be able to highlight its range of services across Money, Travel, Home and Mails and show how such a heritage brand continues to be relevant today.
The campaign is rooted in three flagship sponsorships: Magic in the Morning (weekdays from 6am to 10am), Absolute Radio’s The No Repeat Guarantee (weekdays from 10am till 1pm) and Saturdays with Denise van Outen on Magic Radio (Saturdays from 1pm to 3pm). This activity targets consumers at different times of day to communicate a single campaign message – that Post Office gets the important things in life done easily and simply. Whether that be at breakfast for commuters planning the day ahead, mid-mornings to align with the ‘to do’ list plans consumers are making for their lunch break or the weekend to highlight the broader way Post Office can help get the important things done with initiatives like extended weekend opening.
Throughout the year there will be promotional bursts, each giving an enhanced focus on Post Office services. Each promotion will involve incentives that give audiences the chance to win the things most important to them, and will be driven out of the Magic and Absolute radio sponsorships. In addition, the wider Bauer Media audience will be leveraged through long and short form editorial partnerships in Closer and Yours, and on-air activity on KISS FM and Bauer City Network.
In addition, all promotions will include a social video creative following the lives of winners from each promotion, telling the story of how the important things in life have been sorted by the Post Office. This video content will run across the full Bauer Media portfolio, as well as across Facebook, Twitter and YouTube in timeline sponsored video posts. Social activity will also consist of monthly social hacks around helping customers get life’s important things done on Magic and Absolute Radio’s Facebook and Twitter pages, which will show how an everyday task can be made easier in a few simple steps.
Content-rich digital hubs will be hosted on magic.co.uk and absoluteradio.co.uk for the duration of the partnership. These hubs will house partnership content written by each host brand, as well as including promotion of Post Office’s increasingly advanced digital products, apps and widgets.
Campaign activity will evolve throughout the year to mirror key product spikes, as well as reflecting the blend of products featured within the core radio partnership. The campaign utilises blended spot creative which uses a spot-airtime planning method to deliver a co-branded endorsement creative to the purest, most efficient radio audience across all Bauer Media radio brands.
Simon Kilby, Group Commercial Director, Bauer Media, said: “This partnership with Post Office perfectly demonstrates our ability to align our business objectives with those of brands and putting our content experts at the heart of the campaign to produce best-in-class creative output and consumer engagement. We consistently strive to ensure clients and agencies are served commercial solutions quicker, better and easier – and Post Office share this ambition.”
Pete Markey, Chief Marketing Officer, Post Office, said: “We are extremely proud of our customer promise to help get the important things in life done, and so it was essential to find a commercial partner who shared the same values. Bauer Media align with this core business message and so are the perfect partner to help us showcase our range of products and offerings. The Post Office is built in to the fabric of the UK consciousness, always there when you need it, helping to get the important things in life sorted with convenience and ease. Having a partnership to celebrate this message in such a connected, multi-platform way is really exciting.”
Mindshare UK have been responsible for the creation, negotiation, and evolution of the partnership. This is their biggest partnership to date with Bauer Media.