INT. IDEATION ROOM - MORNING
When the USPS was looking for ideas on how to increase the perception of their Priority Mail service, we locked ourselves in a room with all sorts of snacks, drinks, and mailroom paraphernalia and started looking for an angle. When we discovered that the brand was associated with attributes like speed, reliability, and caring for the people, someone in the room mentioned that those sounded like superhero powers. That was the beginning of this media campaign where Spider-Man joins forces with the USPS on a very important mission: delivering his own film on time, during the night of its premiere.
The campaign delivered over 2.5 billion impressions and drove both online consumer engagement and Priority Mail box orders. We created TV spots, digital media, on-air integrations, mail packaging, and stamps.