Branded Film: Royal Mail

Royal Mail is a British multinational postal service and courier originally established in 1516 as a department of the English government. Until 2015 it was partially or wholly state-owned, but now operates as a private company. Royal Mail stands for high service standards and reliability. Part of its mission is to improve customer satisfaction levels and to deliver in a more customer-responsive and proactive way.

Because of this, we wanted to convey Royal Mail as a personable and reliable delivery service that achieves guaranteed delivery times. By adopting the theme of festivity, we related delivery back to its fundamental goal of connection and communication, and the difference this can make to people’s lives.

With the diversification of the delivery market, we wanted to capitalise on the qualities Royal Mail could use to differentiate itself from other services. Unlike international corporations, Royal Mail has a distinct, regional heritage that a British audience can uniquely relate to. Again, we saw Christmas time as a setting that could tap into this collective memory while highlighting the brand’s place in the modern world.

Focusing on one family, the film shows them facing contemporary issues, exacerbated by the COVID 19 pandemic, such as living far away from each other and using modern solutions like FaceTime. In this, we highlight the kind of togetherness that a postal service can facilitate and its continuing importance in 2021. As well as this, in the film, people receive both letters and parcels, a service Royal Mail can uniquely offer. Other services such as Amazon Logistics or DHL deliver parcels but do not handle national post. With this, the brand can continue to appeal to a wide customer base, growing its range of services while improving and consolidating the ones it presently provides.