PROTOCOL was appointed SingPost’s lead creative & social media agency in April and we immediately got started planning for their 165th anniversary campaign.
To kick things off, we conceptualized the first ever SingPost Open House event on 1-4 June, an immersive pop-up showcase held at SingPost Centre where participants could take on the journey of a postman for a day, and engage in tasks such as delivery, mail sorting, and address decoding.
Upon completion of the journey, participants could redeem a gift using SingPost’s PopStation -aptly titled PopStation bonanza. Watch the event reels here.
We launched SingPost’s TikTok channel with an Accidentally Wes Anderson content piece, and immediately saw the channel grow to over 1,000 followers within a month.
@singpost Be it letters, parcels or content, we’ve been making every delivery count since 1858. Follow us on our postal adventures! #SingPost165
In August, the brand launched an islandwide Spark AR campaign Finding Postie – as featured on Marketing Interactive here. Users are tasked to look for the nearest posting boxes and bring Postie to life by using an Instagram AR filter.
In November, we launched Mail Dash, an interactive board game where you get to place yourself into the shoes of a postal worker – available in limited quantities only at SingPost centre.
This culminated in our grand finale – a brand video launch for World Post Day, celebrating the many milestones from the past 165 years of postal services.