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United States Postal Service
Operation Santa

RAN IN: United States

CLIENT
United States Postal Service

AGENCY
MRM//McCann New York *Lead Agency


SUMMARY

In December 2016, USPS became internet famous for being a heartless government machine. A single tweet reposted across America dragged our sentiment down to -44. We tried to change how they felt by touting facts, but facts are futile when fighting emotion. So, we showed them our heart instead. We plucked Operation Santa - a nearly forgotten, century-old program, languishing in the Post Office – and put it onto every American's phone. By showing how every delivery is precious to USPS, we warmed America’s hearts and flipped their perceptions positive.

CASE STUDY

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CASE VIDEO


Audience: Families

Objectives: Change brand image

Type: Business to Consumer

Language: English