Australia Post wanted their customers to convert from their old Franking Machines to new Postage Meters.

We gave customers a memorable demonstration of how important it is to keep up with modern technology. We sent them out the musical equivalent of what they were currently using – an old-fashioned vinyl record, complete with custom-written lyrics highlighting the benefits of Postage Meters tucked into the album sleeve.

There was a high recall of the mail piece. An increase of 60% in website traffic for metering pages. Conversion rate exceeded expectations at 7%. Total new meters sold in May/June - 530, average usually 470. The mail piece was used as a sales tool by Sales reps and as a lead in for sales visits and gave staff an opportunity to read about metering.