The E-Postbrief is here! And with it, digital communication takes on a new dimension: it becomes secure. At two launch events in Berlin und Bonn, the story of the TV advert was implemented in three dimensions. The E-Postbrief is a future product of Deutsche Post and was introduced through a cross-media campaign across the whole of Germany, with a TV advert at its heart. The campaign included two live events which were intended to inspire the politicians in Berlin and business customers in Bonn about the new product. The message: The E-Postbrief is the future of the letter in the Internet and stands for new and confidential, reliable and legally binding communication in the Web. Modern, fresh, innovative and self-confident – this is how the E-Postbrief and Deutsche Post were to be perceived.

The idea was that the look & feel and the story of the TV advert were transformed into a 360° experience in the round. The guests arrived in the “insecure” world of the Internet. Two “mail carriers” on original yellow delivery bikes drove over the large bridge which during their journey changed its colour to a dazzling yellow. The mail carriers themselves were very special ones: CEO Frank Appel and Mail director Jürgen Gerdes. When they arrived at the front part of the stage, the information part of the event began. And then there was a “bombshell” from the two board members: When they fired the starting pistol, this also transformed the grey and blue background into a shining yellow portal, the “Portal of Reliability”. This portal, set up at 360 degrees in the round, was centre stage for a mixture of light and sound effects and actions by real actors. TV campaign and launch event, media and space became one.

In the next step, the shining yellow “Portal of reliability” appeared. After the performance, the guests went through the portal into the “ideal world” of the TV advert. During the events, this was also the location where a get-together took place with refreshments and “hybrid” entertainment (the real world meets the virtual world), as befits the product. At the second event in Bonn, one crucial detail changed: Starting from the blow on the cube, the promotion left the stage towards the park of the Post Tower, four large cubes there were illuminated and spread their light beyond the base of the building up the 162 metres of the Tower – visible to the guests and to everyone in Bonn, whose gaze for the next few minutes remained fixed on the spectacle lighting up the night. The finale was the symbol of the E-Postbrief high up on the Tower.

Highlights

Getting across the look & feel and the story of the TV advert in a 360° in the round experience
Active involvement of the CEO and the Mail director as part of the performance
An effective mixture of light and sound effects and actions of real actors Merging of TV campaign and launch event, media and space into one
Unique show performance with hybrid entertainment elements from the real and the virtual world
Exceptional son et lumière at the Post Tower in Bonn

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