Cannes Lions
ARENA MEDIA, Madrid / CORREOS / 2022
Overview
Entries
Credits
Background
Correos is a state-owned company responsible for providing postal services. It has always been committed to rural Spain and its problems.
In recent years, has focused on diversifying its business by constantly adapting to people and their needs.
As part of its role as a facilitator in society, Correos detected the opportunity to contribute added value to emptied Spain with the aim of becoming a brand that inspires and enables a new generation of professionals to consider the possibility of living in villages.
Idea
We’re not just a postal service company anymore. By taking advantage of our ability to reach every last corner of the country, we’ve become the largest service network in Spain.
Strategy
We’ve launched a pilot project in two rural villages (Jaen and Lugo) with 310 mail carriers between February and March 2021.
After the success of the pilot, we started a national expansion that continues today.
Execution
We’ve digitalized 6011 rural mail carriers with personal digital assistants (PDAs), so that anyone, on their doorstep, wherever they live, can withdraw and deposit money, perform administrative procedures, manage fines, buy train tickets, pay taxes and even buy tickets for shows.
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