Newly developed "Brieffreude" campaign for Swiss Post

Various measures are integrated into the "Brieffreude" campaign platform developed by Neu for Swiss Post. For example, communication by letter is also positioned as "social networking for 175 years" for the launch. Teads developed interactive formats for the campaign, while Havas Schweiz Media was responsible for media planning.

In the age of digital communication and social networks, Swiss Post wants to make the joy of the "real" letter more tangible. "Brieffreude" is intended to embody everything that makes a letter special: the joy of writing, the joy of receiving, the haptic experience and the personal form of this communication are special emotional aspects that a digital message cannot provide or can only provide to a limited extent. The hashtag is intended to hold together the communication of these very different facets via different forms of content in future.

Teads and Neu also launched the interactive format "inRead Scribble Ad Square" in collaboration with Swiss Post. This enables users to create handwritten messages directly on their mobile device. The campaign, which was played out in German, French and Italian, led to a high level of interaction and impressive results, for example with an engagement rate of over 15 percent and an attention rate of over 65 percent.

In addition to Teads inRead, the campaign also includes moving image assets for YouTube and digital assets. All measures and topics relating to the joy of letters can be found on the associated landing page. The community was also able to submit pictures of special letters as part of a competition.

With this campaign, Swiss Post wants to show that handwritten letters retain their charm and relevance even in the digital age.

Responsible at PostJana Andraschko, Ines Müntener-Graf, Nathalie Koch. Photographer: Julia Ishac. Production: Tasty Pictures. Image editing: Lorenz Wahl. Responsible at Neu Creative AgencyNicole Vizcardo, Pian Gumpp, Adrian Staehelin, Simon Rehsche, Nico Ammann, Andrea Braschler, Adam Schwarz, Bettina Beyeler. Responsible at Teads:  Jannis Fatses. Responsible at Havas Switzerland MediaLena Rüdisüli, Timo Bendel.