Is UK Royal Mail's PIP campaign too little, 'far too late'?

Royal Mail’s major offensive to build awareness of pricing in proportion – including what is claimed to be the biggest door-drop push in UK history – is coming under fire for both its scale and timing

When Royal Mail revealed it was planning a campaign to support the introduction of pricing in proportion (PIP), it not only boasted that the push would reach every adult in the UK, but that it would be one of the biggest campaigns in the organisation’s 350-year history (PM November 11).

In theory, it would ensure that, as the pricing of mail changes on August 21 to include the size as well as weight, this is common knowledge for consumers and businesses alike. But, despite the campaign lasting over a month and consisting of many different elements, there are concerns that it will not be enough to make the change go through smoothly.

The campaign involves TV advertising, created by Abbott Mead Vickers BBDO, with a voiceover by actor Kevin Whately, and marks Royal Mail’s first use of interactive TV. Meanwhile, radio ads will be aired on regional and national stations.

The push is claimed to include the UK’s biggest door-drop drive, created by Proximity London, with every address in the UK due to receive an instruction manual for working out the new postage prices.

Minority groups are catered for with press ads in specialist magazines such as Asian Times and Caribbean Times, and inserts in Disability Now.

Many question whether it is enough to promote such a radical change. The IPA, for instance, has called for a much larger spend, reasoning that it is not sufficient to get the message across.

And Robert Mayes, group communications director at WWAV Rapp Collins, the agency which has been one of the most critical of the changes, believes it is all too little, too late. He says: “I don’t think the marketing budget is big enough, and it hasn’t been started early enough. From a consumer perspective, it’s going to be huge, but if you’re in the direct marketing industry then it’s far too late.”

He adds that the change could be a major shock to companies which have not had a chance to adjust their business practices: “We believe that as soon as it was announced that PIP was coming in, Royal Mail should have started a huge PR campaign. Because if it’s going to have an adverse affect on your firm and your postage will go up significantly, you’ll need time to start testing new formats.

“These companies needed at least 12 months to do this, and now it’s far too late.”