YODEL x what3words

When YODEL partnered with what3words, their goal was to reinforce their status as the only courier service delivering to every postcode in the UK. As a major client, YODEL prompted the development of multiple creative concepts to highlight this achievement.

A clear and distinctive branded callout was essential, accompanied by a unique out-of-home (OOH) campaign, a dedicated landing page, and various supporting creative assets.

A clear and distinctive branded callout was needed, along with an distinctive OOH campaign, landing page and other supportive creatives.

Several ideas were tested to determine the best way to utilize out-of-home (OOH) advertising in YODEL’s branding. The primary OOH strategy centered on creative copy that emphasized regional and local expressions for 'delivering to the middle of nowhere.' By removing the phone from the final graphics, the campaign transformed into a text-focused piece of work.

The final selections were prepared for print and applied to various unconventional surfaces: the side of a barn, a horsebox, a mobile billboard, and even spray-painted onto a driveway.

From roadside trailers in remote laybys to horseboxes and the sides of barns, the media placements cleverly matched the message. They drew on how people describe their hard-to-find homes, from ‘the back of beyond’ to ‘way out in the sticks.’

The campaign also highlighted the delivery challenges posed by poorly-addressed rural properties. It underscored the need for customers to provide detailed instructions like ‘through the gate, round the side, and down the garden path,’ and the frustrating reality that every delivery van ‘sails right past’ a hard-to-spot driveway.

The trailer shoot took place in the Yorkshire Dales at ///overpower.stay.petted in Elslack Moor Car Park and ///oiled.lecturers.florists on Gordale Lane. The horsebox and farm shed were filmed on a farm in Hampshire.

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.

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.

Additionally, we created customer address stickers to inform users of their what3words address.