New Zealand Post direct mail case study

To encourage children to try their hand at writing a story New Zealand Post created a packet of picture cards to get young creative juices flowing, with the help of its agency Saatchi & Saatchi, Wellington.

The aim of the campaign is to boost awareness that the postal company sponsors the Book Awards for Children and Young Adults. Each pack contained 40 cards with colourful illustrations and a set of questions designed to help children construct their story. In total, 2,235 packs went out to teachers who clearly valued and used the story cards in the classroom.

There was a massive demand from schools for more packs and a torrent of emails praising the idea. The campaign proved a powerful brand-building exercise, firmly establishing the New Zealand Post as more than just a provider of postal services and giving something back to its customers.