The pandemic led to sharp declines in First-Class Mail and Marketing Mail and historic levels of demand for package delivery, reinforcing an urgent case for change. USPS was in need of a new chapter in its long history of improving to better serve the public. With this came a modern, fresh approach to the brand. In today’s culture, American pride is strong, but also fragile. We looked at our audience and uncovered that people, businesses, and USPS employees believe they power American progress. Within the category, we found that competitors provide functional benefits, but not emotional connections. This led to our brand platform “Delivering for America.” USPS delivers to every single address in America and people feel a sense of pride in it. The objective was to change the perception of the USPS. Instead of an out-of-date, government institution, we positioned the brand as modern, innovative, and a category leader.

The United States Postal Service goes everywhere in America, covering 160 million+ addresses nationwide.

And unlike any other American company, the United States Postal Service uses right-sided steering trucks, so delivery drivers can easily reach roadside mailboxes. Leveraging these insights, this film is shot entirely through our iconic square right-side window, giving viewers a unique glimpse into every journey a USPS mail carrier takes through all 50 states.

Set to Johnny Cash’s classic song, “I’ve Been Everywhere”, the film shows that we deliver to every business and home nationwide.

We needed to understand what pain points shippers face today. Their needs, thoughts, feelings, challenges, and what success looks like to them. Leveraging our relationship map helped us: Intimately understand their needs, in order to generate the most viable avenues by which to deepen our relationship with them. Understand the human experience and emotions associated with particular touchpoints. Identify areas of opportunity across a range of intents, experiences, and touchpoints, for both messaging and product/service innovations. Identify the gaps where we were potentially losing our audience to competitors. We also conducted creative testing on three different territories. Primarily businesses, but we are reaching Americans across the nation through some of the media placements. As the USPS continues to unlock its 10-year business plan to operationalizing it, we are communicating the enhancements the plan brings to businesses of all sizes, and what this means for every individual in America.

The campaign ran across all major networks in America from 2/22 to 9/22. During this timeframe, businesses and shippers make key decisions to switch or add new vendors, getting them ready for the Holiday season. The campaign is running nationally on all media channels: TVC, streaming video, print, radio, display, OOH, social, and search. TVC is the heavy lifter for this campaign.

75MM Impressions

$500K in revenue (tracking digital video only, no revenue results for cable)

“Best received delivery ad of the past year.” —Ace Metrix

Articles in Shoot, AdAge, and 4As

AdAge ‘Editors Pick of the Week’

(Dates 2/14-4/10)