Australian Newsagency Blog

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Stunning Australia Post marketing campaign: Everyone matters

Mark Fletcher
July 24th, 2018 · 6 Comments

I love the new Australia Post Everyone matters campaign, which launched at the weekend. Each video humanises Australia Post and those who provide services through them and those who use their services in an emotionally engaged way. Well done to everyone involved.


Category: Australia Post · marketing

6 responses so far ↓

  • 1 Peter // Jul 24, 2018 at 9:00 AM

    The power of money and advertising, absolves all previous sins with some cheesy feel good factor. Think contractors and subsidised stationery retailing.


  • 2 Mark Fletcher // Jul 24, 2018 at 9:04 AM

    Peter, I agree there is an inglorious history with, in and against AP. However, for this campaign, I was only looking at it in isolation.


  • 3 Peter // Jul 24, 2018 at 9:16 AM

    Fair enough Mark, I just have a healthy dose of cynicism when it comes to advertising. Banks, miners, political parties and countless others use their deep pockets to pay advertisers to give them a feel good factor makeover. We shouldn’t encourage it.


  • 4 Mark Fletcher // Jul 24, 2018 at 9:19 AM

    Yes, I suspect big businesses often spend more telling us they are supporting a charity or local schools than they actually spend on the good works.

    What I like about this series is its focus on individuals in the AP family.


  • 5 Peter // Jul 24, 2018 at 9:46 AM

    “Individuals”, “AP Family”. Sorry, I can’t stomach that. They are all easily disposable and replaceable numbers, cogs in the corporate chain. All part of a growing casualised and insecure workforce. You have bought the advertisers message, hook, line and sinker.


  • 6 Jason // Jul 24, 2018 at 11:38 AM

    If Australia post started trying to deliver things instead of dumping “sorry we missed you, come and get it tomorrow” cards every time they’d win people over.

    Is the story about a man who gets a CD delivered by Australia Post supposed to be a flashback to the old days of the mid 1990s?


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