Pos Malaysia is more than just a post office in new animated brand film

Pos Malaysia has unveiled a new brand film showcasing how its more than just a post office. The campaign, titled "Pos Malaysia's transformation story" was released in conjunction with World Post Day 2024 and aims to increase awareness of Pos Malaysia's transformation journey, as well as showcase its diversified range of products and services to serve Malaysians better. 

Through the film, Pos Malaysia aims to highlight how it evolved and adapted over time and educate Malaysians about its full spectrum of offerings. This includes both products and services they might not associate with the brand. 

At the same time, the film emphasises how its products and services benefit different segments of Malaysian society. "The ultimate goal is to ensure Malaysians see us as an integral, valuable part of their lives and the national landscape. We want to be perceived as a modern, responsive company that understands and meets the evolving needs of Malaysian consumers and businesses," said Pos Malaysia when A+M reached out. 

Don't miss: You can now send mail and shop at Pos MY's new Pos Shop

The film starts with a boy putting an envelope into a postbox at a Pos Malaysia Pos Shop. As the envelope enters the mailbox, it unfolds and enters an animated world. 

In the animated world, a cyclist appears out of the envelope and cycles down a village created out of paper. The cyclist cycles towards Kuala Lumpur and his bicycle transforms into a motorbike. 

The film later showcases the different services available by Pos Malaysia including bill payments, insurance and road tax renewals, sending parcels, investments, buying stamps and even buying food and drinks at the brand's Pos Shop. 

It also showcases how the brand's business has transformed from logistics, warehousing, pick and pack and delivery to managing on ground and inflight operations at airports. In addition, the film reveals how the brand has become greener with the use of electric vehicles for its delivery services. 

At the end of the film, the animated world is turned into a paper artwork that is held by human employees of Pos Malaysia. 

The campaign is being executed across a diverse range of platform including digital out of home advertising as well as various digital and social media channels encompassing both the brand's owned platforms and paid advertising spaces. This includes POSM, Arrow mail and EDMs too. 

The campaign kicked off on 8 October which serves to reintroduce Pos Malaysia to the Malaysian public. Rather than a time-limited campaign, "Pos Malaysia's transformation story" represents the start of an ongoing narrative that will evolve and unfold over time. 

"Pos Malaysia's transformation story" was created internally and in partnership with creative professional Alex Wong, Ian Lee and Two People Studio. 

When A+M reached out, Pos Malaysia said that origami serves as its central creative motif. The concept is particularly apt, as the company's roots lie in letter delivery—paper being the fundamental element. The film opens with a simple envelope that unfurls into something far more complex, symbolising the company's growth and diversification. The versatility of the origami theme allows for seamless integration across all tactical and promotional communications, creating a cohesive and campaignable narrative, added Pos Malaysia. 

"This is not just a campaign, but the beginning of a new chapter for Pos Malaysia. We're embarking on a journey to be better by reintroducing ourselves to Malaysians, showcasing our transformation and renewed commitment to serving the nation by delivering connections, and improving lives. We aim to rekindle the trust and affection Malaysians have long held for Pos Malaysia with a goal to demonstrate that while our roots run deep in Malaysian history, our vision is firmly set on building a better, more connected future for all," said Fiona Liao, group chief marketing, communications and sustainability officer, Pos Malaysia.

This film comes after the brand celebrated its 36th Pos Shop nationwide in conjunction with National Month and Malaysia Day celebrations.

The new store in Pudu introduces a 'Shop in Shop' concept that places a post office inside a Pos Shop.

Spanning over 900 square feet, Pos Shop Pudu also offers a wide range of choices for customers, including Pos Kafe and a one-stop shop which stocks daily essentials, personal care items and household products. Customers can also reload their mobile services and make bill payments at the Pos Shop. 

In celebration of National Month, Malaysian flags were also distributed to customers at the event. A special edition "Hari Malaysia" ('Malaysia Day') stamp collection will also be launched. 

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