Brief and Objectives
Royal Mail customers use Special Delivery™ for everyday mailings, but research showed when timeliness is crucial, they often use another overnight courier. Our brief was to make Royal Mail Special Delivery the default choice for overnight deliveries, driving product revenue. We also wanted create a new, more engaging interaction with the brand.

Solution to the brief
Lateness is a sad fact of life and one that we all seem to just accept. We've all been there, outside pubs, cinemas or restaurants, just waiting for someone else who's late. But what if we could change all this? What if we could all become punctual? What if we could eradicate lateness altogether?

We decided that the staff at Royal Mail Special Delivery have this vision. Driven by their sheer passion for punctuality, they created the Stop Lateness Campaign.

They enlisted the help of renowned punctuality expert, Dr. Eva Gudorsen who launched her Six-Step Stop Lateness Programme on stoplateness.com. Dr. Eva's advice is given with video tutorials, podcast testimonies and weekly emails of encouragement.

We armed customers with a unique 9am clock (as well as the clock-beating classic John Cleese film, 'Clockwise' for senior business decision makers) – and asked them to sign up to the campaign at stoplateness.com. To prospects we sent Stop Lateness doorhangers, stickers and information packs, everything they needed to sign up, and take the campaign to their colleagues.

Results of the work
The prospect mailings gave us a conversion rate of 0.6% and an ROI of 3:1
Our customer mailings were an unprecedented success with an ROI of 19.2:1 and a lasting uplift in Special Delivery spend in the months following the campaign.

Online 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
- Stoplateness.com is the third top referral to the Royal Mail Special Delivery Page