Home launches campaign for PostNL around Deliverer’s Day

March 11 is Deliverer’s Day. To celebrate the occasion, PostNL and Home are launching ‘Maak de dag van je bezorger’ (‘Make Your Deliverer’s Day’). Through a mix of social content and downloadable thank-you materials, the campaign encourages people across the Netherlands to put the person behind the parcel and post centre stage. Using real stories, the content shows how a small gesture – such as a compliment – can make a big difference for deliverers.

This year, Deliverer’s Day once again takes an activation-driven approach. The campaign started by collecting personal stories and compliments from customers. These insights formed the foundation for the wider rollout, focusing on how easy it is to brighten a deliverer’s day with a simple act of appreciation.

For the visual execution, Home chose a realistic, social-first approach. Across a series of videos, the collected compliments are used to brighten the days of PostNL deliverers, sorters, loaders and drivers. The camera captures personal reactions at the doorstep, while employees at distribution centres are surprised with compliments broadcast through the intercom system. Using a 360-degree camera, Deliverer’s Day is also shown from the perspective of the deliverer themselves.

From social to the doorstep
To bring appreciation from the digital world to people’s front doors, a series of posters was designed. Consumers can download these via the PostNL website and leave a personal message for their deliverer on their own front door.

Posters with compliments
“A small gesture can have a huge impact,” says Michael Boersma, Creative at Home. “Deliverers are essential to our society, and with this campaign we focus on the interactions both at the doorstep and behind the scenes at PostNL. By transforming real compliments into tangible materials and social content, we make appreciation for deliverers visible and easy to share.”