CANADA POST
Class Campaign | Account Management, Strategy
Team Members:
Jessica Ho - Account Manager
Chanel Romeo - Art Director
Favour Okeugo - Copywriter
A experiential campaign to expand Canada Post's market to Gen Z consumers through promoting their mail and delivery service. Pitched to Ad Grad Cert students and instructors.
BRIEF
GET: Gen Z adults, 18-28 y/o, who enjoy social media and have a vibrant social life
TO: Make Canda Post's mail and delivery service a part of their social routine
BY: Emphasizing the exciting experience of getting mail by post
CHALLENGE
Gen Z is not currently a key demographic for using postal mail.
INSIGHT
Despite using “social” networking platforms to socialize and stay connected, Gen Z are lonely.
Gen Z actively seek connections - they want true friends who share similar interests and are passionate about hobbies.
INSIGHT
There's a growing trend of Gen Z joining clubs to form social connections with people who share similar interests.
Meeting IRL is preferred over online - the physical meetup or trading aspect of these clubs creates more genuine bonds than through online means.
THE BOOKISH COMMUNITY
Bibliophiles across the globe are passionate about reading and want to connect with other readers to share their love of books.
FOCUSED TARGET AUDIENCE
Passionate Gen Z readers who are OBSESSED with books. They want to fangirl / fanboy and gush about their favourite worlds, characters, authors, and scenes, and meet other enthusiastic reader friends.
THE PROGRAM
Book It By Mail is Canada Post's book exchange program.
In this experiential campaign, Canada Post connects Gen Z readers by trading their favourite stories and sharing bookish conversations through the mail.
HOW TO PARTICIPATE
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CUSTOM STAMPS
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OOHs
Features popular book references in Gen Z language, aiming to connect fans of the books to Canda Post's Book It By Mail program.
Canada Post was designed to feel immersed in these worlds, just like the readers who love them, by integrating the logo into recognizable symbols of each book cover.
SOCIAL MEDIA
Organic social posts introduce the program, guide users on joining the Book It By Mail club, and highlight the kits and their contents.
CAMPAIGN STRATEGIC SUMMARY
