CTT | COMMITMENT | 2010
The "Real Thing" Placed Right on the Street / CTT EXPRESSO "COMMITMENT"
Portugal's mail and delivery service CTT EXPRESSO put actual packages on billboards around town. It showed off their promise to "deliver for sure" in a way you could see and touch.
The insight
The goal of this campaign was to earn trust from consumers. A delivery service's promise that "it will get there" isn't something you can normally see with your own eyes. That's exactly why they placed real packages in a spot everyone walks past—a billboard on the street—and let the object itself, rather than words, prove that trust.
The idea
They set up specially modified outdoor billboards on major streets across Portugal. Real packages were fixed onto the billboards, showing passersby the message: "What's here will definitely get delivered."
What happened
The campaign won Silver at Cannes Lions.
Afterthought
We couldn't confirm details like what kind of packages were used or how long they stayed up. But the idea of literally "placing" a promise is a powerful one. I don't think anyone who saw it would forget it.
Awards
- Cannes Lions Gold 2010
