Royal Mail targets businesses with mixed-media campaign

Emma Rigby, Revolution UK 13-Sep-05

Royal Mail is backing its new above-the-line campaign targeting businesses with a digital branding push.

Breaking in late September, digital activity will promote the firm's
business-mail services. Creative will complement work by its
above-the-line agency, Abbott Mead Vickers BBDO.

It comes as Royal Mail gears up for deregulation of the UK postal

market, which will come into effect in April 2006.

The online element, valued at £200,000, will feature different
executions, depending on the nature of the web site on which they are
placed.

For example, on travel sites, a piece of mail will float on to the ad
from the left-hand side of the page and turn into an aeroplane. On
sports sites, it will turn into a rugby ball and pass between a set of
goalposts.

The push was created by Proximity London, with media planning and buying
by Carat Digital.

Steve Green, interactive manager at Royal Mail, said: "It's a branding
campaign, although we are looking for people to click through, where we
can give them further information."

The firm also aims to push its research database, which can show
businesses the power of mail when it is combined with other media, for
example.

Green added: "We are getting across that Royal Mail delivers to every
address in the country - we have that reach. It's about giving
businesses the power to keep in touch with customers."