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OgilvyOne

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing

What3words

Addressing the Problem

Results

3 DMA awards including 2 Gold for Best Design or Art Direction, and Best Use of Mail and Silver for Best Launch Campaign

Challenge

Around 75% of the world, including many developing nations, lack a proper system of addressing. It means that around 4 billion people are invisible and without a reliable way of receiving important mail.

What3words is a global addressing system which has divided the world into a grid of 3m x 3m squares and assigned each one a unique 3 word address. Our task was to convince postmasters in developing markets that we understand the problem in their country and that we could provide a cost effective and time efficient way of providing their nation with an addressing solution

Addressing the Problem

In the countries where a clear addressing system does not exist, many people use written directions, maps, diagrams and even mobile phone numbers to help a letter reach its correct destination.

Our creative idea was to use this insight to create a direct mail letter with cut through that would catch the attention of that country’s Postmaster. And also arrive successfully at its destination – no small achievement!

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