USPS - "Operation Santa"

MRM//McCann

MRM//McCann New York, Vereinigte Staaten von Amerika

6309

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: USPS
Länder: Vereinigte Staaten von Amerika

Werbende: U.S. Postal Service

Titel	Operation Santa
Brief	Children's letters to Santa used to end up at a Post Office, undeliverable. Instead of ignoring them, the US Postal Service made these letters available to the public. Operation Santa went online in 2017, allowing people to browse handwritten letters and select ones to respond to with gifts. When letters were adopted, people were instructed to bring their gifts to a specific Post Office, where they could wrap presents, write letters from Santa to the recipients, and send their packages.
Agentur	MRM//McCann
Kampagne	Operation Santa
Werbende	U.S. Postal Service
Marke	USPS
Posted	Februar 2019
Geschäftsbereich	Post, Kurrier & Versanddienstleistungen
Story	Operation Santa is a digital platform where people can browse letters written and mailed to Santa Claus to adopt and fulfill with gifts.
Story (Originalsprache)	A child’s letter to Santa, filled with hopes and needs, eventually ends up at a Post Office, undeliverable. Instead of ignoring them, the Postal Service made these letters available to the public who could fulfill those holiday wishes. But the system was outdated. Most letters went unanswered and were ultimately destroyed.To preserve the program’s earnest intentions while making it easier to implement, we brought Operation Santa online in 2017. Now, when the physical letters come in, they are vetted and scanned by a dedicated team. Sensitive information, like last names and addresses, is encrypted and used only by the Postal Service for delivery later. On the platform, people browse handwritten letters and select ones to respond to with gifts. The letters create a deeply personal connection between the reader and the writer, making Operation Santa a new one-to-one charity system within the USPS infrastructure. When letters were adopted, people were instructed to bring their gifts to a specific Post Office, where they could wrap presents, write letters from Santa to the recipients, and send their packages.Taking Operation Santa online opened the program up to a new and always-connected audience. Studies show millennials are more generous with their donations than other generations but more critically selective in the recipients of their donations. In general, people prefer donating directly to people rather than to big charities. By creating a website that connected a visitor with a unique handwritten letter, we could appeal to this big-hearted population and get more letters answered.And we did. By the third week of the program, every letter had been adopted. As new ones were added, they were quickly chosen, too. By Christmas, 100% of the nearly 5,000 letters in our pilot program were adopted.
Medientyp	Interaktiv
Chief Creative Officer	Sung Chang
Creative Director	Tony Jones
Creative Director	Shawn Kelly
Creative Director	Daniel Carlsson
SVP Group Account Director	Caspar Ouvaroff
Texter	Petra Magno
Texter	Kelsey Liggett
Texter	Kelly Fine
Texter	Antonio Fragoso
Art Director	Jane Kim
Art Director	Asyia Fisher
Art Director	Nancy Zhu
Art Director	Alice Xiang
Art Director	Kevin Honegger
Art Director	Michael Mendoza
Designer	Noelle Kirchmer
Designer	Kayleigh D'Auria
Designer	Min Ju Yoon
Agency Producer	Craig Hildreth
Agency Producer	Petra Boden
Strategist	Karan Gera
Strategist	Liz Medina
UX	Kate Neely
Etatdirektor	Romina D
Etatdirektor	Rohanie Singh
Technology	Kobi deGraft-Johnson
Technology	Neal Prescott
Technology	Rob Thorn
Technology	Dave Maietta
Technology	Svetlana Petrov
Technology	Karuna Pendyala
Art Producer	Meredith Kramer