YODEL x what3words
Announcing a partnership, through a multi-destination OOH campaign, with the only company that delivers to every postcode 3 meter square in the UK.
Role:
Graphic Designer
In-House:
what3words
Challenge
YODEL partnered with what3words to emphasise their position as the only courier service delivering to every UK postcode. As a major client, what3words helped drive the creation of several creative concepts, which included a distinctive branded callout, an out-of-home (OOH) campaign, a dedicated landing page, and additional supporting assets to showcase this achievement.
Process
The team tested several out-of-home (OOH) advertising ideas, ultimately focusing on creative copy that highlighted delivering to hard-to-find locations, using regional and local expressions. The campaign transformed into a text-focused piece by removing the phone from the graphics. The final ads were placed on unconventional surfaces such as barns, horseboxes, mobile billboards, and driveways.
The media placements cleverly aligned with the message, using descriptions like "the back of beyond" and "way out in the sticks" to reflect hard-to-find homes. The campaign also addressed delivery challenges in rural areas, emphasizing the need for detailed instructions and the common issue of delivery vans missing hard-to-spot driveways.
Filming took place in locations like the Yorkshire Dales and a farm in Hampshire, capturing the essence of rural delivery struggles.
Michaela Simpson, Customer Experience Director, YODEL
“This campaign highlights our mission to make deliveries as seamless as possible for all our customers, no matter where they are located.”
Launch
The launch was promoted through our PR and social media channels, achieving over 25,000 impressions and engagements within the first week. In addition to the success on social media, the campaign was featured in PR Week’s campaign roundup, sharing the spotlight with The FA, Budweiser, and Samsung.
Giles Rhys Jones, Chief Marketing Officer, what3words
“That’s where our partnership with YODEL makes a difference. Together, we’re making parcel deliveries straightforward just like they should be – even if you live in the arse end of nowhere!”
Support
In addition to the OOH campaign, we created supporting assets, including a landing page that demonstrated how Yodel customers can enable what3words through the Yodel app.
For the Yodel-branded callout, I meticulously examined their brand guidelines to incorporate key elements, such as aligning the three forward slashes with the angle of the 'Y' in their logo. Since colors are a distinctive feature of their brand, we kept the design simple and bold to meet the brief.
To illustrate the variety of deliveries Yodel drivers handle, we used announcement images to show that adding your What3words address in the Yodel app enables smoother, more precise deliveries, regardless of the location.
