Royal Mail's PIP awareness campaign 'successful'

The GBP 10m ad campaign Royal Mail ran this summer to tell the public it was changing the way it charges for mail delivery has resulted in 84% awareness of the new pricing structure, according to research from Postwatch, the body representing postal customers.

Ad agency Abbott Mead Vickers BBDO and its sister below-the-line agency Proximity London created the campaign, which ran around Pricing in Proportion’s introduction on August 21.

Independent telephone research conducted on Postwatch’s behalf showed 84% of those interviewed were aware of PIP. Postwatch, which has not been afraid to criticise Royal Mail in the past, said this showed the campaign was “successful”.

However, the research also revealed discontent among vulnerable customers with the new prices with 87% of the elderly, rural dwellers and those on low income believing they are now paying more for their post.

Postwatch was critical of the accuracy of Post Offices in charging people the right price under the new regime, having sent its own committee members to trying posting an A4 envelope, an A5 birthday card with badge attached, and a CD case.

Of 1,080 transactions, 132 were priced incorrectly. However, 123 were undercharged and 15 were overcharged.