Box by Posti
Box by Posti – unbox the Box
As Posti wanted to connect e-commerce and customers in a physical, experiential space, worlds’s largest Posti Parcel Locker, Box, was born.
The Unbox the Box – brand activation concept was created from the idea that the new experiential space, Box, is a parcel that is arriving to the people of Helsinki. A giant package was built to central Helsinki, in front of Box space.
Resembling the feelings on waiting for an online shopping order to arrive, the campaign was created to build anticipation. The giant package construction served in all stages of the campaign; first as an eye-catcher, then as a part of the activation and finally by inviting people to visit the Box space. Few days before Box opening, people could send a gift to a selected friend. The gift was delivered and ready to be picked up at the Box Parcel Lockers on the opening weekend.
Aim for the brand activation was to create happy moments of surprise and memorable encounters at Box. In addition to the engaging activation, earned media was used in launching Box. Advertising was executed in Instagram, with the help of selected influencers as well as on DOOH, repeating Box’s story and encouraging people to visit.
- Brand activation