Best Professional Services Online Campaign

PostNL – the Dutch Postal Service - has been delivering emotions for many years. And even though we still enjoy the special pleasure of receiving real mail, we are living in an age in which we already share everything online.

Thanks to the rise of e-mail and social media sites we are sending fewer and fewer messages through the post. As a result, the Dutch postal market has been shrinking significantly year after year. For the introductory campaign of Postkantoor.nl, PostNL’s web shop, we asked ourselves: how can we allow people – who already share everything online – to experience the power of real mail?

Every day we are sharing millions of messages through social media. Many of them are of little importance, but many others come straight from the heart. On www.uithethart.nu (‘from the heart’) we collect emotions and feelings people are sharing through social media, using a smart language filter. All these messages are divided into categories, and this makes it possible, for the first time in the Netherlands, to see how people are feeling in real time.

Whenever a message touches a nerve, people can respond by posting a heart sign or a response. This makes the best messages of every day come floating to the top. During the campaign, the best message of the day received a surprise batch of real mail: all the responses were copied onto real postcards, which were delivered in person by the Twitterer of the Year 2011, Dutch celebrity Nicolette van Dam!

Contributors:

Creative Director:	Alain Dujardin
Strategy Director:	Jan-Willem van Beek
Creative technology Director:	Bas van Bokhorst
Client Services Director:	Michael de Kruif
Art Director:	Kjeld Meijer
Designer:	Kjeld Meijer, Jesse Zoutewelle
Copywriter:	Alain Dujardin, Jeroen Flink
Flash Development :	Stijnde Ryck
Junior Strategist:	Mariek Pots

GREENBERRY

Location: The Netherlands

About the Agency:

The Agency for Digital Relevance