Our collaboration with UM London has resulted in a Silver Media Lion at Cannes Lions 2013, for the Gold Medal Winner Stamps campaign that ran during the London 2012 Olympics! We’re obviously thrilled to have played a part in such a prestigious awards win – so we thought we’d share the role that Out-of-Home played!
Working alongside other partner agencies including Beta, Eulogy PR and Latitude Group, a real-time advertising campaign was developed to promote the commemorative stamps during last summer’s event.
In recent years, the use of stamps and stamp collecting has been severely challenged by a consumer preference towards email, text and social media. Stamps were losing saliency, and the future of stamp collecting was looking bleak. But as the Official Stamps Supplier of the 2012 Olympics, Royal Mail saw a great opportunity to make stamps relevant again by celebrating each Team GB gold medal won.
Digital Out of Home gets the stamp of approval
Royal Mail decided to print special edition stamps in tribute to each Team GB and Paralympic GB Gold Medal winner, capturing perfectly the public mood of Olympic celebration sweeping the country. And in a Royal Mail first, the celebratory stamps were made available by lunchtime the following day. But in order to make the public aware of the chance to own a unique piece of Olympic history, the media support had to be fast, flexible and highly targeted – the perfect brief for today’s Digital Out of Home capabilities.
OOH advertising allowed Royal Mail to get into London’s heartland, reaching commuters following the sporting action on their way into work, as well as those travelling to Olympic events. No other platform allowed this real-life, real-time proximity to the excitement.
Given that London 2012 was ‘The First Public Transport Olympics’, we identified the London Underground as the site for all of our Out of home advertising activity – allowing us to be part of people’s journeys throughout the Olympic Day.
We used digital outdoor cross-track projections (XTPs) at 55 London Underground stations in and around sought-after Games vicinities. Each XTP used constantly-refreshed creative of the latest Gold Medal Winner Stamp, uploaded within 30 minutes of the latest Team GB win.
Of course our innovative OOH activity made consumers aware they could purchase the stamps online or in Post Offices the next day. But in many respects it went beyond advertising – informing the public of the latest British Gold Medal win before they could learn about it from official news channels. Our insight that the Underground would be Wi-Fi enabled for the Olympics meant that as soon as they saw our digital OOH ads, consumers could go online to join in conversations around the wins, follow stories of the latest GB heroes and purchase the stamps.
Out-of-Home advertising made Royal Mail Stamps a special part of the public celebration and excitement in a way that no other medium allowed. And the end result was astonishing. Over £21m of stamps were sold – 75% above expectations – with new stamp collectors growing by 20%.
So a huge well done to Kat Perry and the rest of the Rapport team who contributed to this excellent OOH campaign. We’re extremely proud of your part in achieving a Cannes Lion! And of course we extend our congratulations to our friends at UM London who are thoroughly deserving of their Cannes recognition!