Singaporeans are being invited to partake in a unique and interactive journey celebrating the 165th anniversary of their local postal service provider, Singapore Post (SingPost). The islandwide ‘Finding Postie’ campaign aims to rekindle nostalgia and appreciation for the iconic yet sometimes overlooked posting boxes that are deeply rooted in Singapore’s cultural heritage.
The ‘Finding Postie’ campaign, conducted in collaboration with creative agency PROTOCOL, harnesses the power of augmented reality (AR) to bridge the gap between the physical and digital realms. By leveraging Meta’s Spark AR filter technology on Instagram, SingPost intends to invigorate community engagement on social media and bolster offline footfall. The campaign casts a spotlight on the posting boxes adorned with the 65th Anniversary decal.
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“Social media, particularly Instagram, presents a massive advantage in reaching a broad spectrum of our audience segments,” shared a spokesperson from PROTOCOL. The strategic integration of augmented reality into this campaign exemplifies how digital tools can beautifully intersect and enhance the physical world around us.
Participants of the ‘Finding Postie’ campaign are encouraged to upload their creative pictures with ‘Postie’ – the anniversary campaign’s eponymous posting box mascot – on Instagram. By using the hashtag #SingPost165 and tagging @mysingpost, participants stand a chance to win attractive shopping vouchers.
This innovative campaign forms part of the multifaceted celebrations marking SingPost’s 165th anniversary, which commenced in June with an immersive open house event. Attendees had the unique opportunity to step into the shoes of a postman, offering a rare glimpse into the day-to-day operations of the postal service.
SingPost’s decision to entrust PROTOCOL with the 165th anniversary campaign and other creative and social duties from April 1, 2023, comes after a pitch conducted in January. The appointment will last for one year, ending in March 2024.
By marrying tradition with modern technology, SingPost’s ‘Finding Postie’ campaign engages the community, celebrates the legacy of the postal service, and inspires a new generation to cherish the valuable role of these iconic posting boxes.
This news article is based on information sourced from Marketing Interactive.
