The Post Office has drafted an impressive list of celebrities to front its first Christmas campaign in five years as it looks to highlight the various changes the business has undergone over the past year.
Speaking to The Drum, chief marketing officer Pete Markey explained that the Post Office is looking to “force a revaluation” of the brand at its busiest trading period.
“We want to harness the fact that for some people, this is the only time of the year they’ll come into the Post Office. So now is a great time to do it,” he said.
“We’ve created a campaign that shows people how we’re changing and modernising in a fresh original way.”
Actor and comedian Robert Webb stars as the ‘Minister of Christmas’ in the TV spot –created by FCB Inferno – which is set in one of the modernised braches of the Post Office.
Customers include Pixie Lott, Jim Carter, Amanda Holden and Gino D'Acampo who feature alongside some real-life Post Office workers.
“It’s very Christmassy, very high energy,” added Markey.
Mindshare negotiated an exclusive media partnership with ITV for the campaign. The spot will initially air on Sunday 16 November during the X-Factor as well as I’m a Celebrity and Emmerdale.
Markey has also invested in digital out of home, online and social to support the TV spend.
The social push has seen the Post Office create content with the ad’s celebrities. When a fan posts a message about the Christmas spot they will receive a response or short film clip back from one of the stars.
“We also have a couple of competitions that we’re going to run through Twitter that involves the celebrity guessing what’s in a parcel,” said Markey.
The campaign will run until the end of the year.