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US Postal Service
Your Other Address

RAN IN: United States

CLIENT
United States Postal Service

Joyce Carrier, Manager Media Planning & Advertising

AGENCY
Draftfcb *Lead Agency

Robert Balick, Creative Director
Tinesha Craig, VP, CI Director
Kevin Hartman, SVP, CI Group Director
Kenny Haas, Sr. Copywriter
Kate Hearn, Account Director
Laura Johnston, EVP, Group Creative Director
Susan Morocco, Associate Creative Director
Curtis Munk, VP, Strategic Planning Director
Nancy Seidel, SVP Group Management Director


Campbell-Ewald


AKQA


SUMMARY

PO Boxes experienced declining revenue for 3 consecutive years-34% were vacant. It was time to re-launch a 200-year-old brand. "Your Other Address" established the PO Box as your privacy getaway and helped to elevate it from a grudge purchase to aspirational. It launched in four key markets and 1,100 Post Offices for a 20-week period. Each element along our activation path reframed the consumers perception in a disruptive manner. The downward trend was reversed, test markets outperformed control markets for 16 straight weeks. Welcome to Your Other Address.

CASE STUDY

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CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Radio, Direct, Retail Experience

Audience: Young Men, Young Women (20-35), Mothers, Father

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Regional

Language: English