Royal Mail is embarking on a major ad campaign – including TV, direct mail, digital, press and outdoor executions – to attract online retailers to its parcels service by emphasising the trust it enjoys among consumers.
The campaign, devised by Beta London, kicks off tonight with a 40-second spot during England’s friendly football match against Denmark on ITV1, and is the first TV ad campaign promoting parcels in almost five years.
Targeting all scales of e-commerce merchants – from large businesses to SME,s including eBay powersellers – the initiative features research suggesting that people are much more likely to shop at an online retailer again if they use Royal Mail for delivery.
Proximity London is handling web activity, while UM London is responsible for media planing and buying.
Parcels are increasingly crucial to its business, now accounting for 51% of group revenue, and it is aiming to get a bigger slice of the e-commerce parcels market, with the sector expected to grow from 9.6% of the UK’s total retail sales (2012) to 12.3% in 2017.
Royal Mail chief customer officer Mike Newnham said: “This is Royal Mail’s first TV ad specifically targeting business customers for five years. Through the TV ad, we are promoting Royal Mail’s leading role as the parcel delivery partner for online retailers and emphasising the trust shoppers place in us to deliver the items they have ordered.”
The company’s most recent ad campaign was launched in the run-up to Christmas and featured the Royal Mail Choir bashing out a rendition of The Beatles’ classic ‘All You Need Is Love’. It was its first consumer TV push for 6 years.
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