PostNL

A Kiss is a Stamp

Big Idea: sending Valentines cards with lipstick kisses instead of stamps! Activating people to send more Valentines cards as well as engage them more with the product. PostNL firstly had to rewrite all its recognition software so all possible lipstick kisses would be identified. A romantic online explanatory video was shot. This video was included in the press release four days before Valentine’s Day. It instantly exploded on social media and in PR. In the final days before Valentines Day, the campaign was given extra energy with some creative activation: – Kiss busses were posted on busy squares activating people to write cards. – Video’s on social media showing men putting lipstick on. Some extra presents: A famous radio DJ spontaneously called his female listeners to send him as many kissed cards as possible. In Dutch schools children were assigned to create kissed Valentine cards.