Mail last year presented its new strategic plan until 2028 and, as part of it, the objective of strengthening its position as a service provider was included “Essential for citizenship” and improve your “Competitive capacity by enhancing your products and services”. To communicate it, Correos has launched a new brand positioning by the creative consultant Darwin & Verne. It is his first campaign from the contest that unified the account in a single agency and the creative consultant has had Universal McCann for media planning.
The production of the campaign is antistatic
Using the shipping and recipient formula “De/for”typical of postal shipments, the new brand concept “From: Tod+s. For: Tod+S” It seeks to summarize its nature from the public company with a vocation of service. Thus, the campaign will consist of a total of 17 video pieces to publicize each of the products and services offered by the company, highlighting in this first wave a longer piece focused on communicating the new positioning.
Production is Antistatic And the campaign is shot next to the director and director Christopher Cartagena In a tone that touches the costumbrismo, showing the reality of Spain from different microhistories.
The facilities provided by mails to different targets And in different circumstances, they are mentioned in this campaign. Thus, a grandmother can pay her granddaughter in a town without banking entities to Cash Correos; or a chef receives the always fresh fish thanks to cold emails.
Over the next months the different pieces focused on the lines of the Correos Strategic Plan: Parcel, financial services, procedures with administration, personnel and others.
Each product and service pill will count how people make their lives easier thanks to the postal operator, this being the main post of postal identity: “Get where others do not arrive and offer universal services that, otherwise, would not be covered by their competitors”They explain from the agency in a press release.
In addition to video, the campaign has vod, cinema, digital (display, video, graphics …), social networks, exterior and office materials.
