SingPost marries IG Stories with postcards to bring traditional mail to life

Singapore Post (SingPost) is reigniting the charm of traditional mail through modern means with its social media campaign titled "SingPost #InstaPostcards". Conceptualised and produced by Socialyse, the campaign marries the Instagram Story format with that of a traditional postcard to bring users' #InstaPostcards to life. SingPost's spokesperson told MARKETING-INTERACTIVE that the idea for the campaign came following anecdotal feedback from its interactions with customers and its observations from social sentiments, on how people feel towards sending of physical letters and postcards and whether they are still relevant today. 

According to SingPost, the creative concept was based on the insight that in a digitally savvy world where instant greetings at a tap of a button are now the norm, postcards have long been considered obsolete. Nonetheless, the feeling of receiving a carefully curated postcard from a dear friend is unlike any other. "Many have told us that the feeling of receiving a postcard from whether a friend, relative or a loved one, is unlike any other especially during the festive season, and it’s something that social media cannot replace. So it was just a matter of empowering people to utilise their social assets, to recreate the real world charm of receiving a postcard," SingPost's spokesperson said.

To participate, users can design an Instagram Story, save it, and send it as a direct message to SingPost via Instagram. As a complimentary service during the campaign period, SingPost will then translate these Instagram Stories into physical postcards and send them to their loved ones in Singapore. Users can also view a gallery of #InstaPostcards submissions by searching for their Instagram handle on the website - www.singpost.com/instapostcards.

https://www.facebook.com/singpost/videos/645757889930627

A series of videos will be published on SingPost's Facebook and Instagram pages, showcasing three different groups of people - best friends, a nuclear family, and extended family. The campaign will also leverage influencer engagements to remind everyone to reconnect with their loved ones and show them how much they matter this festive season. According to SingPost's spokesperson, it has received over 300 submission in less than 10 days since the campaign launched, with many even decorating their postcards with the existing GIF and location tag features on Instagram.

SingPost Group's chief brand and communications officer, Robin Goh, said this festive season is a good opportunity for people to reconnect through a physical greeting card, even as the pandemic continues to keep people apart.

"As the world shifts towards living with COVID-19, we understand that physical reunions may still be difficult for some. Through our #InstaPostcards campaign this festive season, we hope to revive the deep connections brought about by the thoughtful creation of a personalised card to spread joy," he said. 

Meanwhile, Socialyse's MD, Kenny Yap, explained that the team is thrilled to see this meaningful initiative come alive. "It was exciting to have the opportunity to marry both modern and traditional communication means this festive season. At times, we underestimate the power of personalised letter or card. We hope that everyone can spread a little more joy and appreciation to their loved ones and even the communities like the front-liners," he added. SingPost is also offering participating users a campaign-exclusive promotion when they flash their physical #InstaPostcards at its Philatelic Stores or use the promo code found on the #InstaPostcards to shop online on SingPost. 

SingPost has been evolving with the times, harnessing new technology to keep up with the digital era. In April, it rolled out a campaign titled "Redefine" to showcase its vision of using new technology as it embarked on a new era to redefine its role as Singapore's sole public postal licensee.

Created in collaboration with social agency Socialyse and production house Reel Loco, the campaign is centred upon a key brand video, painting a picture of how SingPost may operate in the future. Even as it continually evolves to keep up with the changing needs of customers and the public, SingPost continues to stay true to the mission of "Connecting People, Communities, and Businesses", a role it has played in the last 163 years. The brand video ran on social media while a nationwide campaign was unveiled on multiple platforms, including national TV, outdoor screens and OOH.

SingPost's spokesperson said its marketing plans next year, in broader terms, would be to steer the brand through a new era of transformation under a new leadership team, as it embraces the opportunities and challenges that the world of digitalisation and eCommerce brings with it. "We have so far unveiled a brand new app, and will also have new strategies to realign both the local and international business, including the expansion of our Australian footprint, as well as a new sustainability blueprint, all of which will take centre-stage in the new year." the spokesperson added.

Related articles:
#PRAwards 2021 highlight: SingPost banks on communication amidst COVID-19 as it debunks fake news
SingPost spotlights a postman's role in connecting communities
SingPost sells off bankrupt US assets, expects no financial impact