SingPost brings posting boxes to life with AR filter for 165th anniversary

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Local postal service provider Singapore Post (SingPost) is inviting Singaporeans to find its SingPost posting boxes in its Finding Postie augmented reality experience campaign which is being done as part of its ongoing 165^th anniversary celebrations.

The islandwide campaign was done in collaboration with creative agency PROTOCOL and aims to cast a spotlight on the iconic and sometimes overlooked posting boxes, according to a statement by the company.

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Finding Postie leverages Meta’s Spark augmented reality filter technology on Instagram to drive community engagement on social media when participants interact with the posting boxes around them with the 65th Anniversary decal.

“Social media, and in particular Instagram, presents an advantage in having a broad reach across our audience segments,” said a spokesperson from PROTOCOL.

“The use of augmented reality allows us to drive offline footfall and serves as a nice blend and intersection between the physical and digital spaces,” they elaborated.

Participants of the campaign that upload creative pictures with Postie and with the hashtag #SingPost165 and tag @mysingpost on Instagram, will stand a chance to win shopping vouchers.

Finding Postie is part of SingPost’s 165th anniversary celebrations which commenced in June with an open house that allowed participants to step into the shoes of a postman through an immersive experience.

The campaign comes shortly after SingPost appointed creative agency PROTOCOL to handle its 165th anniversary campaign as well as other creative and social duties from 1 April 2023. The appointment follows a pitch conducted in January.

The appointment will last for one year, ending in March 2024.

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