Royal Mail

A taste of Christmas in August

Every year Royal Mail has to attract 20,000 Christmas Casuals to work in sorting offices across the UK. To meet this target in 2017, they needed an attraction campaign to set them apart from their seasonal competitors.

Insight

Royal Mail’s seasonal roles aren’t as appealing as many of their competitors. To generate the level of applications they need for their busiest season, we had to position Royal Mail as a favourable seasonal employer.

Execution

We decided to do something a little different and kick off the hiring season with a show of appreciation.

For one day only, we put on an open-air cinema at Royal Mail’s working depot – Greenford Mail Centre. On the side of an iconic Royal Mail delivery lorry, we built a cinema screen to show Christmas classics like Home Alone.

A winter wonderland with a twist, we provided hot chocolate and mince pies for everyone to enjoy as they sat back and relaxed on their breaks.

The event aimed to reignite a sense of camaraderie and teamwork amongst the employees who deliver Christmas together. By giving something back, we portrayed Royal Mail as an employer that values its employees.

Results

60000 +
applicants received

90000 +
total views

174000 +
people reached

1130 +
click-throughs

252 +
shares at launch

255
reactions at launch

288
comments at launch

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