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Geometry Global play Pass the Parcel

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How many times have you returned home from work only to find that dreaded slip of paper that informs you you'll need to collect a parcel from your local delivery office? It's the very definition of a first world problem, but it's a problem nonetheless, and one that could be a thing of the past thanks to the Pass My Parcel service, which allows people to pick up Amazon deliveries at 3,300 local convenience stores up and down the country – hailing an end to waiting in for delivery or collection from neighbours and sorting offices.

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Geometry Global have launched a national brand campaign for the UK’s pioneering same-day click and collect service

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Geometry Global have launched a national brand campaign for the UK’s pioneering same-day click and collect service, which positions shopkeepers as unsung heroes. Quite literally in fact. It's the first major campaign for the brand since Geometry Global landed the business in a three-way pitch earlier this year, and is a simple, clever idea, executed very well indeed. Pass My Parcel briefed Geometry to develop a full brand architecture across the product cycle, leading to the launch of this integrated brand campaign to drive awareness, usage uplift and brand consideration in a category that traditionally acts as facilitator.

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The Pass My Parcel service, which allows people to pick up Amazon deliveries at 3,300 local convenience stores up and down the country

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The campaign, which comprises outdoor, digital (including Amazon), social and supporting content, focuses on local shopkeepers as the community cornerstones, who are now more helpful than ever by accepting deliveries for customers. The work celebrates these community champions by giving them the recognition they deserve with a heroic make-over. To achieve the striking look and feel, shopkeepers were photographed in their own stores, then placed against bright, colourful backgrounds with playful comic book motifs. The first unsung heroes come from Slough and the surrounding area, but more will be unveiled in the coming weeks.

The work reimagines shopkeepers as comic book heroes by photographing them in their own stores, then placing the shots against bright, colourful backgrounds with playful motifs

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Geometry Global CEO Sarah Todd, said: “More and more brands recognise that convenience plays a large role in determining the purchase decision. Historically, consumer relationships with delivery category brands are non-existent; they’re often just corporate facilitators. Thanks to Pass My Parcel you can collect your deliveries when it’s convenient for you and support your corner shop at the same time. It’s a transformative shopping experience.” Pass My Parcel strategy & business development director Louise Ryan, added: “The campaign developed with Geometry celebrates the simple insight that a community-focused, personal brand would inspire people to buy into Pass My Parcel. The campaign is making heroes of our local shopkeepers, bringing online shoppers back to the local shop and helping make life a little bit easier for today's shopper.”

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