Campaign Spotlight

Campaign Spotlight: SingPost brings back the nostalgia of greeting postcards this festive season with its #InstaPostcards campaign

SINGAPORE — Singapore Post Limited (SingPost) has launched its latest social media campaign titled “SingPost #InstaPostcards”, which seeks to reignite the charm of traditional mail through modern means.

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In a digitally savvy world where instant greetings at a tap of a button is now the norm, postcards have long been considered obsolete. Gone are the days where we are pleasantly greeted by a postcard in the mail from a loved one, no matter how near or far.

However, the feeling of receiving a carefully curated postcard from a dear friend is unlike any other. Based on this insight, the campaign marries the Instagram Story format with that of a traditional postcard to bring our users’ #InstaPostcards to life, spreading love this Christmas.

How to participate

To participate in the #InstaPostcards campaign, users can design an Instagram Story, save it, and send it as a direct message to SingPost via Instagram.

As a complimentary service during the campaign period, SingPost will then translate these Instagram Stories into physical postcards and send them to their loved ones in Singapore.
Users can also view a gallery of #InstaPostcards submissions by searching for their Instagram handle on the website.

Mr. Robin Goh, SingPost Group Chief Brand & Communications Officer, said this festive season is a good opportunity for people to reconnect through a physical greeting card, even as the pandemic continues to keep people apart. “As the world shifts towards living with Covid-19, we understand that physical reunions may still be difficult for some.”

“SingPost is in the business of connecting people. As such, we hope to rekindle the romance of sending a physical greeting card, because these mementos mean a lot to many of them, even more when they receive a personalised greeting from a loved one. Through our #InstaPostcards campaign this festive season, we hope to revive the deep connections brought about by the thoughtful creation of a personalised card to spread joy,” Mr. Goh added.

The #InstaPostcards campaign was conceptualised and produced by SingPost’s social media agency Socialyse, the integrated specialist of the Havas Media Group.

A series of videos will be published on SingPost’s Facebook and Instagram pages, showcasing three different groups of people – best friends, a nuclear family, and extended family. The campaign will also leverage influencer engagements to remind everyone to reconnect with their loved ones and show them how much they matter this festive season.

Users who participate can also enjoy a campaign-exclusive promo by flashing their physical #InstaPostcards at SingPost’s Philatelic Stores2 or use the promo code found on their #InstaPostcards on for 10% off all SingPost premium gifts.

Mr. Kenny Yap, Managing Director, Socialyse said, “We are thrilled to see this meaningful initiative come alive. It was exciting to have the opportunity to marry both modern and traditional communication means this festive season. At times, we underestimate the power of a personalised letter or card. We hope that everyone can spread a little more joy and appreciation to their loved ones and even the communities like the front-liners.”

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