Great POST billpay campaign

I picked up this gift at an Australia Post outlets yesterday. It was in a bright red envelope with a silver bow printed as if tied around it. Inside was this magnetised To Do List with a pencil. This is a brilliant giveaway – a perfect pitch for bill payment customers. It connects with the habit basis of bill payment and provides an excellent premium gift of value yet which perfectly promotes the brand. At each point – on the magnet header, on the pencil and on the pad the Post billpay message is loud and clear.

I love that number 7 on the To Do List is Pay Bills at Australia Post.

While I often complain here that the Government owned post office uses its monopoly brand to unfairly compete with independent small business, I recognise this brand based campaign as one of the best I have seen.