Proximity creates site to educate public on new mail prices

The business section shows how the changes will affect different types of businsses, and the consumer demo shows objects sent by post every day, such as birthday cards, CDs, books and posters, and explains what category they fall into under the new pricing structure.

The new prices have been communicated over the past few months through DM, also produced by Proximity, as well as TV, press, doordrops, radio, outdoor, and POS activity.

Mark Iremonger, head of digital at Proximity London, said: "We aimed for a 'halo effect' in the communications by building synergy with the other campaign channels. We could do this because at Proximity the digital and offline teams are closely integrated and work together on briefs from the start,

"The interactive demos are the most popular parts of the sites which confirms our conviction that engaging interactive content can be used to make even the most 'flat' information memorable."

Since it launched last month, 120,000 visits have been made to the business site, and 88,000 visits to the consumer site. These figures are likely to increase when 28.5m door drops are go live this week.

The campaign also uses red button interactive digital TV, which is a first for Royal Mail.

Steve Green, senior digital manager Royal Mail, said: "The campaign to communicate the changes to the way post is priced is one of the biggest integrated marketing campaigns ever in the UK."

"Proximity London's digital creative expertise and knowledge of our pricing changes has resulted in excellent web and iDTV sites that are easy to access and understand."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.