Since November 16th 2006.• 7,049 unique visits since the site has gone live • 26,507 unique page views since the site has gone live • 334 people have registered on www.stoplateness.com .

• 104 people are registered on the Six Step Stop Lateness Programme • 637 ecards have been sent out.

• Stoplateness.com is the third top referral to the Royal Mail Special Delivery Page • Reviews in PM and NMAThe BriefRoyal Mail Special Delivery beats other overnight courier services for reliability, at half the price. So why aren’t more customers using us? Our insight: they use Special Delivery™ for everyday mailings, but when timeliness is crucial, it’s another overnight courier.

Our brief was to get prospects and customers to make us their default choice for overnight deliveries, driving product revenue. We also wanted them to interact with the brand in a new, more engaging way.The SolutionWe set up the national Stop Lateness Campaign (www.stoplateness.com), seemingly created by Royal Mail Special Delivery staff out of their passion for punctuality. This has links and references to Special Delivery, throughout.

DM and emails invited prospects to sign up to stoplateness.com. We introduced a fictitious punctuality expert, Dr. Eva Gudorsen. With the Royal Mail Special Delivery® and Dr. Eva, stoplateness.com launched the Six-Step Stop Lateness Programme.

Visitors can send a personalised “name and shame” e-card to invite late friends or colleagues to join the Programme, where patients then admit to and make amends for their lateness.