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In December, just before the start of the holidays, the national mail delivery company in the Netherlands (PostNL) together with Endeavour Media, set up a campaign to put the local mailboxes in the spotlight. The main goal was to reacquaint (young) people with the mailboxes in their neighbourhood and experience the mailboxes as a place of engagement. Last but not least PostNL wanted to promote their main Social Media channel, Facebook, where they promote a variety of niche services and products.

We set out to print ads with a Chameleon Code and distribute amongst 20.000 mailboxes spread out throughout the Netherlands. By using geo-location as a differentiation we initiated a Treasure hunt. Each day for 7 days one specific mailbox contained the winning code. The first person finding the winning code and filled in the registration form won 500 euros.

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