By Nicholas Pond (Print 21)
This Christmas mail your loved ones a personalised video message, as Australia Post continues to push multi-platform print with over 3 million ‘Video Stamps’ to hit the market.
The new initiative allows customers to record a 15-second video message pinned to a unique QR powered stamp, which can be read by the recipient scanning the stamp with a smart-phone. With flow-through from digital spaces increasing, Australia Post now claims a staggering 70% of all parcels delivered originate from an online order. The initiative continues Australia Post’s roll-out of products intended to revitalise the role of print in the digital mix. The video stamp aligns with Australia Post’s refocus on parcel delivery as its core offering in the light of declining letter volumes, although a spokesperson indicated that in the event of a positive take-up, the trial concept could be integrated into regular mail in the new year.
Greg Sutherland, Australia Post chief marketing officer, said, “This is our busiest time of year and to be able to give people a unique way to deliver their Christmas wishes in person is thrilling for us. This year, Australia Post can literally deliver you to your loved ones.”
The move follows in the wake of Australia Post’s Postcards app, last year, and its Digital Mailbox for online essential mail, as the government-owned organisation continues its battle to redefine the role of print in its business.
Conceived and developed by Australia Post’s creative agency Clemenger BBDO Melbourne, which also worked on the elements of the Digital Mailbox campaign, as a proactive approach to the cross-media model.
Ant Keogh, executive creative director, Clemenger BBDO Melbourne, said, “It was an opportunity for Australia Post to develop their model and keep up with the change in business, seeing what we can do in the print space to keep them engaged. In that sense it’s an active attempt to refresh the image of print with customers.”
Video stamps launched on Monday and are provided free with any Express Post or Express Courier International purchase, and available internationally. The video message remains live for 90 days, and can be downloaded by the receiver. For anyone without a smart-phone, never fear, the recording can also be accessed on Australia Post’s website by entering a unique eight-digit code accompanying the QR stamp.