Australia Post takes on the big banks with travel money service
Australia Post has launched its first animated TV campaign since it revamped its visual identity last year.
Positioning the brand as a one-stop shop for all travel essentials, the ad presents Australia Post as a travel money alternative to the major banks.
The TV work is supported by radio, outdoor and digital, created by Melbourne agency Marmalade.
John Moore, Australia Post’s GM of marketing and customer experience said of the brief: “Australia Post offers a broad range of travel services, from travel money to holding your mail while you’re on holiday and so we felt that a one-stop shop message would position us in a unique space. Creatively we felt that animation was the best direction and we’re delighted with the end result”.
Marmalade’s CD John Akritidis and senior art director, Frank Trobbiani chose Fuel VFX to create the animation. Akritidis commented: “This was a fun yet challenging project as there was a lot of information to convey. The travel essentials message allowed us to communicate Australia Post’s range of travel services, whilst connecting with people by highlighting the rituals we all have when we go overseas.”
Australia Post also put up postage charges again, so over 40% increase in business post in the last 4 years
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Good ad. Unique opportunity for Aust Post to position itself as the one stop travel essentials. It would be a more compelling proposition if Aust Post could somehow package the products together so that the customers only need to fill out one set of paper work and everything is taken care of.
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Nice. Tidy little spot. Feels fresh and simple.
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Why so serious Aus Post?
Break out, take a risk, be interesting.
This is forgettable and dull.
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Let’s show how hip and in touch we are by mentioning “selfies”.
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Must have been written by twenty-somethings – I had to play it a few times then to check I interpreted a selfie correctly I went and asked around the office. Don’t know what the rest of it was about, was too confused wondering about selfies.
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What is a selfie? I’ve never heard of that word before
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