Developed in partnership with Thinkerbell Aotearoa, the nationwide campaign ensures New Zealanders can easily find their nearest NZ Post store.
The new campaign elevates simple wayfinding into a visually distinctive out-of-home (OOH) experience by using tailored directions and custom-designed creative for individual locations across the country.
With more than 560 NZ Post locations nationwide, the core message behind the campaign is straightforward: no matter where you are, NZ Post is always nearby. To communicate this, the campaign leverages NZ Post’s signature visual identity and turns it into directional storytelling. Curved graphic pathways flow across billboards, street furniture, and large-format outdoor sites, visually guiding audiences toward nearby stores with highly contextual lines such as “We’re just around the corner” and “We’re across the river.”
What makes the campaign particularly notable is its scale and rigorous localisation. Rather than deploying a single national creative, the team developed more than 250 bespoke OOH assets tailored to the specific geography and positioning of each individual NZ Post store. By meticulously adapting every execution to its surrounding environment, the campaign ensures maximum relevance for the local audience.
Bex Taylor-Haskel, Consumer Marketing Manager at NZ Post: “With recent changes across our retail network, we wanted to ensure New Zealanders still knew exactly where to find us. This campaign isn’t just about showing up on a map; it’s about seamlessly demonstrating that NZ Post is always closer than they think. Thinkerbell has taken our iconic distinctive assets and transformed them into a clever, highly functional tool to connect directly with local communities.”
Says Regan Grafton, Chief Creative Tinker at Thinkerbell Aotearoa: “We wanted to turn standard utility into measured magic. By scaling up the personalisation across more than 250 individual sites, we’ve managed to create a campaign that feels intimate and local, despite running on a national scale. Using NZ Post’s iconic graphic assets to physically point the way means the media itself does the storytelling.”
The hyperlocal campaign is rolling out across New Zealand via street furniture, large-format billboards, and digital OOH sites.
