Monami and TheGuys: ePost makes it easy

From receiving letters and paying bills to organizing documents: By 2030, the new ePost app have made a major contribution to the digitization of the Swiss postal system. The application was developed by Klara Business, Swiss Post's digitization specialist. The aim is to simplify the home office and the business and private administration of the population. And thus also counteract the endless paper chaos in the long term.

Monami has been advising the client on a strategic level since the beginning of 2023, working on an orchestrated communication architecture for the app. At the same time, the monthly content development and implementation of the new channels was already in full swing.

To bring the communication 360 degrees to life, Monami teamed up with TheGuys to develop the above-the-line communication. Together, a nationwide, large-scale campaign was developed for the product for the first time. Under the overarching claim "ePost makes it easy", potential users are now encouraged to download the app with various surprising messages about the product benefits.

The focus was particularly on the simplicity of the ePost app. The campaign's target group-oriented storytelling dramatizes in an entertaining way the aspect that your own mail is "click-ready" anywhere and at any time with the ePost app. "With our humorous ePost campaign, we are making this major step towards the digitalization of the postal service accessible for Switzerland," explains Rosa Tuñas Castro, Project Manager and Senior Communications Manager ePost.

The ePost stories focus on the one hand on a clever sorceress who uses the ePost app to deal with her mail in the middle of her performance at a children's birthday party. On the other hand, a rustic swinger who takes his time in the Schwinget toilet to deal with his mail using the app - despite the huge queue. In the 360-degree campaign, the two stories are told using a 25-second hero spot, (D)OOH posters and various channel-specific OLV cutdowns, display and social ads. Additional stories were also developed specifically for target group-specific content marketing ePost-Use Cases. From the heart of the target group, from a point of view (POV) with a surprising twist.

"The collaboration with TheGuys was a win-win for us. Each agency was able to make the best possible contribution to our communication. We are already looking forward to the new year, where we can continue to make a difference together with ePost," explains Manuela Brunner, Co-CEO at Monami.

The main campaign went live on November 20, is constantly being refreshed with new content and can be seen on all relevant channels throughout Switzerland.

Responsible at ePost / Klara Business: Rosa Tuñas Castro (Senior Communications Manager ePost), Fabian Fischer (Head of CRM & Online), Linus Rudolph (Business Owner ePost), Jens Margraf (Chief Customer Officer). Responsible at Monami: Rubi Infante (Account Lead Social Media), Saskia Marty (Creative Lead Social Media), Raphael Föhn (Video Producer), Anja Bruhin (Production Assistant Use Cases), Luis Balzer (Lighting Concept & Execution Use Cases), Stefan Erdin (Strategy), Manuela Brunner (Overall Responsibility & Strategy), David Cappellini (Creative Direction). Responsible at TheGuys: Johnny Grubenmann, Gaston Filippo (Creative Direction), Gianni Peng (Managing Director & Director Use-Cases). Responsible at Gamned! Switzerland: Silvana Imperiali (Managing Director DACH & CZ), Fabrizio Tudisco (Commercial Director), Zbynek Zapletal (Director of Programmatic & Tech Development DACH & CZ), Tauland Ramadani (Head of Ad Operations), Pascal Gantenbein (Senior Media Trader). Responsible for NotFound (Use Cases): Lars Näpflin (Production Lead & Post Production Use Cases). Responsible for Dynamic Frame (ATL films): Jones (Director), Theresa Berres (Producer), Luzius Fischer (Executive Producer).