To promote the Post Office’s special next day and Saturday delivery services, a dynamic Digital Out of Home campaign launched ahead of Mother’s Day to capitalise on the live conversations occurring on Twitter. The campaign provided a live tally of the number of tweets discussing the shared experience of how best to celebrate Mother’s Day!

The campaign used a selection of search terms to measure popular themes around Mother’s Day – such as expressions of love, gift ideas, and panic, and displayed the number of tweets mentioning these terms from a large, live sample. Tactical messages supported the live tally alongside details of the Post Office’s guaranteed special delivery options and the call to action “pop in to your local branch”. The tally was updated throughout each day and pushed live to screens via OpenLoop.

The campaign was planned and booked by Mindshare and Kinetic and ran on bus shelter LD6s, rail D6s and London Underground XTPs from Tuesday 25th to Friday 28th of March.