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We killed The Snowman. And we’re proud of it.

Let Them Know | An Post

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Outputs
Out of homeRadioSocialTVInsight DevelopmentPRInfluencer EngagementOnline ContentMusic Composition
Out of homeRadioSocialTVInsight DevelopmentPRInfluencer EngagementOnline ContentMusic Composition

Challenge

It was a bit of a risk, killing off An Post’s iconic, much loved ‘Snowman’ TV commercial. For years the ad and its music rang out in the Christmas period. But it was time for a change. Year on year sales of stamps were in decline, and we needed to give the An Post brand greater cultural relevance at Christmas.

Insight

We all know that technology can sometimes make our interactions less personal and, at times, less meaningful. With more and more of us seeking a greater sense of fulfilment in our lives, we are increasingly looking to traditions to revive more meaningful connections with family and friends.

Idea

Let them know how you feel with a Christmas card in the post. The emotional rewards for both sender and receiver are enormous. Sending Christmas cards shows effort and thoughtfulness. After all, we all want to be the best version of ourselves at Christmas.

Music

To support the idea in broadcast channels, Lisa Hannigan created an evocative and contemporary rendition of ‘The Christmas Waltz’, accompanied by a stripped-down arrangement of piano, violin and cello. A new song to mark the beginning of Christmas. The full song was made available as a download with the proceeds donated to the Simon Community. 

Impact

The fully integrated through-the-line campaign, supported by PR, activation and media partnerships immediately connected with our audience and became part of the national narrative around Christmas and its true meaning. An Post saw a 6.5% increase in stamp purchases over the festive season.

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