Magazine article Marketing

Success for Royal Mail's Business Solutions Campaign

Magazine article Marketing

Success for Royal Mail's Business Solutions Campaign

Article excerpt

Royal Mail's new campaign for its web site shows what customer service in the UK can do.

Royal Mail's business ads have gone straight in at number 11 in the Adwatch table this week, with 61% recall. Launched in June through Bates UK, the [pounds]10m TV, press, poster, radio and direct mail campaign promotes Royal Mail's web site -- www.royalmail.co.uk -- as the ultimate business guide.

David Wood, client services director at Bates UK, explains: "We want businesses to think about Royal Mail and its services as offering simple solutions to the problems and issues big businesses are facing."

The ads feature a middle-aged man, played by journalist David Stafford, representing Royal Mail, observing various situations and telling viewers about the importance of customer loyalty and customer feedback. Wood says: "We didn't want to use a celebrity because we didn't want a personality to get in the way of the message."

One 60-second execution asks the question: "Are your customers traitors" "Viewers are warned about the perils of losing and having to replace customers "because no one bothers to keep in touch", and are also encouraged to ask their customers what they want, rather than telling them what they have. …

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