If you can't out spend your competition, out think them

 

The marketing budget for Royal Mail's Special Delivery service was tiny compared to the likes of Fedex, DHL and UPS and it was hitting their business hard. But with a twist on the saying "Better late than never" a memorable and effective campaign was created that won back customers from Royal Mail's big spending rivals. The TV ad below was shot for just £40,000 but still picked up the award for the Best 30 second TV commercial at the 2009 British Arrows.

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