Let them know An Post

Overview

Killing off An Post’s iconic, much loved ‘Snowman’ TV commercial was a risk. 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.

 We all know that technology can sometimes make our interactions less personal and, at times, less meaningful. We’re increasingly looking to traditions to revive more meaningful connections with family and friends. So why not 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.

To support the idea in broadcast channels, Lisa Hannigan’s 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. 

The through-the-line campaign 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. The ad has become an important part of the festive season, you know Christmas has really started when you see the An Post ad. 

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