Post Office – Holiday Promotion

Post Office is one of the UK’s most trusted and accessible savings providers, standing out for its in-branch service as banks retreat from the high street.

Post Office faced a familiar savings challenge: many customers would open a savings account but then stop adding to it, slowing the growth of their funds. They needed a campaign that would inspire both existing and new customers to make deposits — particularly during the difficult, quiet post-Christmas period.

Crucially, the campaign had to protect the deep trust customers place in the Post Office brand. Given the sensitivity around past, high-profile events, it was vital that the campaign was engaging, motivating, and completely free of controversy.

To overcome the challenges of customer engagement and protect brand trust, sales promotion specialists from SPARK worked closely with Post Office’s creative agency, krow. Krow led on creative and communications, while SPARK owned the technical delivery — giving Post Office the best of both worlds: award-winning creativity paired with seamless, expert execution.

Recognising the traditionally quiet post-Christmas period also coincided with peak summer holiday planning, the team identified a turning point — build an activation around once-in-a-lifetime travel experiences. Customers who invested £2,000 or more into a Post Office savings account were entered into weekly prize draws to win a bespoke £5,000 holiday.

SPARK handled every technical and operational detail: from building and running a secure entry microsite to verifying winners, managing legal compliance, ensuring data security, and shaping user journeys. Each winner was then directed to a private portal featuring 20 curated holiday inspirations, tailored for families, couples, and solo travellers.

Understanding that a £5,000 holiday felt like a once-in-a-lifetime dream for many, Post Office placed real importance on “hand-holding” winners — helping them fully appreciate and maximise their reward with personalised support and inspiration.

The campaign was delivered flawlessly, with every prize-winner fully qualified, contacted, and booked onto their bespoke holiday through our trusted travel agent partner. Most importantly, the entire campaign ran without a single customer, participant, or public complaint — a key success measure for Post Office.

All investment targets were exceeded, with a delighted client — and even more delighted winners. As one thrilled customer put it:

“Dear Post Office, I am absolutely thrilled. I would love to accept. You have made my year!! Thank you so much.”

I highly recommend SPARK for their outstanding support and collaboration during our recent marketing campaign. From start to finish, they were incredibly easy to work with, always responsive, personable and truly dedicated to ensuring the success of our initiative. They went above and beyond to offer creative solutions and timely support, making the entire process smooth and efficient.

I would not hesitate to work with them again and wholeheartedly recommend their services to anyone looking for a reliable and proactive partner in their marketing efforts.

Mel Fernandes, Senior Product Manager. Post Office Limited.