When Australians send parcels overseas, they think of international companies, like DHL, UPS and FedEx. We needed to show them that they should think locally. Australia Post has the ability to send mail all over the world, making it easy, fast and affordable. So to get people sending overseas with Australia Post, we created a new product worth sending: Australia Post Care Packages.

To prove that Australia Post can send anywhere, we got expats to do our advertising for us. By listening out for homesick Aussies on social media, we were able to surprise them with an Australia Post Care Package on they day they needed it most: Australia Day. Care Packages were customized for each recipient according to what they missed the most. When they arrived, expats responded by posting photos on Facebook and Twitter – advertising Australia Post’s international sending capabilities to their friends and family back home.