In terms of engagement & activation, yes, it has done its job, but buying sweet as gift is not new.. how would sending happiness by the meter would change consumer behaviour in 'using swedish post' is beyond me.. as they are still interacting online and purchasing and have goods send via post. this can now be done on Amazon, firebox, Play.com etc..
Acid tests are:
1) if same methodology is adopted for other products/services (e.g. ordering collection of posts, goods..) ontop of sweet
2) somehow the post can bring extra value ontop of digital channel (esp. in Sweden where their mobile penetration has gone over 100% for years now!)..
not easy, and well done on great campaign.. but not sure if it does anything over raising awareness over the short term which is sadly not sustainable.
agree??
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