Addressing The Problem
Agency: Ogilvy UK •
Client: What3Words •
Category: Best Campaign Under $250k •
Award: Bronze Award
Did you know that 75% of the world's population has no reliable system of addressing?
Putting an addressing infrastructure in place normally costs millions of dollars and can take years to accomplish. What3words' solution enables countries to introduce a system quickly and simply. It divides the world into a grid of 3m x 3m squares, assigning each one a unique 3 word address and can be operated through a simple mobile app.
Our brief was to start a conversation with Postmasters in developing nations with no addressing systems in place. We used written and drawn directions on the envelopes, the techniques local people rely upon when sending their own letters, to ensure our mailings reached their targets.
Of the 15 National Postal Service Providers we targeted, we initiated 6 conversations.
One of those markets, NiPost has signed a deal to use and roll out What3words in Nigeria. From our single letter, we unlocked the opportunity for our services to be used by over 120 million new customers by 2020 who previously had no way to receive mail. Nigeria's ecommerce market is currently worth $12 billion a year. What3words will expand the country's ecommerce ecosystem and provide a critical role in building a strong national economy
And What3words is going to keep growing and tapping into new economies - we have another letter of intent from the postal service in Cameroon.