Eftpos is an Australian point-of-sale system that competes against credit cards.

To encourage customers to choose Eftpos, they promised to donate to the charity Vision Australia whenever people chose to pay with them, in the lead-up to Christmas.

Our brief was to create a direct mail piece to encourage sceptical retailers to support the campaign at point of sale. A tough task, considering the huge amount of collateral they receive daily.

Instead of being ‘another point-of-sale piece’, our Special Delivery was a far more powerful way to engage the retailer. Once they saw the difference Vision Australia could make to the blind’s independence, they were more than happy to support the campaign and display the signage.

The piece supported the broader ‘Eftpos Giveback’ campaign, encouraging retailers to become advocates of the campaign and remind people to use Eftpos.

Instead of simply sending a pack by mail, we invited the people who would benefit to deliver it: The blind. This way the campaign perfectly demonstrated the independence Vision Australia could offer. So retailers could see the results of their work with their own eyes.

250 major retailers participated in Sydney and Melbourne, contributing to record results for the national campaign:

• Eftpos’ busiest month ever (despite a decline in retail spend)

• $1 million raised for a new guide dog facility

• Twice as many guide dogs can now be trained in Australia

• Donations for Vision Australia 60% up on Dec 2011