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Australia Post sends loved ones' packages all over the world every Christmas. We wanted to bring the post into the tech age, and remind people of the emotions generated when receiving a package.
With the rise of e-mail causing the decline in letters, and parcel sales under threat from eCommerce competition - how does Australia Post become relevant again in the digital age?
Once we’d decided that we wanted to create a stamp that allowed people to send themselves in a video message with a package, we had to figure out the best tech to let this happen. After researching a few options, we settled on QR codes being the best option to give us the broadest reach. This brought us a new challenge though, because QR codes are very rarely scanned.
We invented the Video Stamp. By bringing together tradition (the stamp) and technology (QR codes), Australians were able to send themselves to family and friends across the world with their parcels.
To make sure we had the biggest chance of people actually scanning our Video Stamps, we gave ourselves some rules. We made sure everything was kept as simple as possible, with as few steps as possible. We had to keep everything engaging to make sure interest was maintained. The UI had to be clean and simple enough for your grandmother to understand.
Users would place the Video Stamp on their parcel and then scan their record code using our bespoke Video Stamp app.
This action would automatically open the camera and prompt the user to record their video message. Once recorded, their video would be locked to their Video Stamp, ready to be sent to their loved one.
When their loved one received their parcel they scanned their Video Stamp using our bespoke app, any QR code reader or by entering a code on our microsite. Any of these actions would immediately play the video message.
Video Stamps were received in over 320 cities in 49 countries.
News reached an online community of over 10 million people with 94% positive sentiment.
And was shared by Google's innovation guru Guy Kawasaki.
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