The digital mailman – the first campaign exclusively digital from Romanian Postal Services

Digital & Media

Romanian Postal Services (Romanian Post) finalized the first communication campaign running exclusively in digital, with help from and which took place in the same time with a make-over for Post’s website and with the add of new services dedicated to the internet users. The focus of the campaign was represented by the new online services launched by the company, namely money transfer, press subscriptions, track&trace service and the service for filling in online the forms needed to the postal offices.

The mailman is one of the symbols of Romanian Post and is indisputably and unanimously appreciated. Most people have a very good relation with their mailman, a friendship one many times. We used the positive image of the mailman and brought him online and, this way, the Digital Mailman became the missing link between the Romanian Post and the favorite communication channel of these times. We saw in this concept also an excellent real-time communication channel with Romanian Post’s clients, and the received feedback confirmed this

Irina Purcaru,

Director Operations and Commercial Relations Division, Romanian Postal Services

According to Robert Capraru, Head of Design & UX, the creative concept aimed to implement the page “http://întreabă.poștaș“, a campaign landing-page where users can discuss with the mailman via a chat section.

robert capraru

The Digital Mailman uses an AI algorithm which can detect key words in the messages received from the users, answering to them with links towards Romanian Post’s services

Robert Capraru.

The landing page registered 150,000 unique users during the campaign, most interested in money transfer options, while the unique users number from increased by 23%. During the 3 months of campaign, over 600 online transfers with a medium average value of RON 450 were registered, but also 200 press subscriptions made via the new website.

Since the launch of the new website, the number of clients exclusive online was of around 1,700. Campaign’s ads targeted users from Romania, but also from Italy, Spain, Germany and UK.

The teams involved in the campaign included

Romanian Postal Services: Alexandru Bratianu – Chief Marketing Department, Mihai Manole – accountant and Cristina Alexandrescu – Marketing Expert Cosmin Ionut – project manager, Vlad Paun – CTO, Robert Capraru – head of design, and Ema Dobre – community manager.