Turning an abstract emissions number into something you can actually see.
Role: Concept, Creative Direction, Campaign Development, Design, Production Oversight
Challenge
Position Royal Mail as the UK’s greenest delivery partner to engage senior decision-makers at 10 top sustainable retailers, highlighting its low-carbon delivery and net-zero 2040 strategy within a broader green campaign.
Approach
We developed a highly targeted ABM campaign built around a physical representation of CO2 emissions.
The outer box represented typical delivery emissions, while the inner box at half the size demonstrated Royal Mail’s lower carbon impact in a clear, immediate way.
Each piece was personalised to the recipient brand, from messaging through to landing pages accessed via QR codes, aligning Royal Mail’s sustainability credentials with the retailer’s own ESG goals.
The boxes were hand-delivered to specific decision-makers to maximise impact and avoid being lost in the system.
"I think the whole team is impressed at the creativity and impact of the messaging! Certainly one of the more creative proposals I have ever received, and good messaging on the environmental side of things.
– Contact at Disney
– Contact at Disney
“The team were very impressed and appreciative of all the efforts you and your team had gone through! We definitely will be looking into how Burberry can hopefully use your services in the near future.”
– Contact at Burberry
– Contact at Burberry
Outcome
After the boxes were delivered, Royal Mail have had meaningful contact with 100% of the brands, booked meetings with several and been invited to tender by 3. As a direct result of the campaign, one brand has even entered a paid trial with Royal Mail. The estimated sales pipeline offers an ROI of around 420 times the cost of the activity