There isn’t really anything new, exciting or glamorous about direct mail, but the Royal Mail Group in the UK is making it so. With the mission of highlighting the value of real things, ‘Real: The Physical Network’ was created.
Instead of just being limited to posting image and video clips to preserve memory online, ‘Real’ takes a step back in time to where people saved tickets, souvenirs and addressed hand-written letters to one another. Members of ‘Real’ are allotted a small cube in which they may mail items. Just like an online social network, there’s something public about sharing, since the boxes serve as little mini-museums that others can come and look through.
The project was developed for the Royal Mail Group by the 1000 Heads agency in London and it’s quite a clever way to make physical mail seem cool.
Stats for Mail-Based Social Networks
Trending: Older & Warm
Research: 943 clicks in 115 w
Interest: 0.5 minutes
Concept: Royal Mail Group
Related: 96 examples / 74 photos
Segment: Neutral, 12-35
Comparison Set: 35 similar articles, including: fashionable postage branding, retrospective fashion museums, and fantasy postage fare.
Mail-Based Social Networks
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Retrospective Fashion Museums
Fashionable Postage Branding
Fantasy Postage Fare
Augmented Reality Postage