It is an emotive piece of brand communications designed to solve...

It is an emotive piece of brand communications designed to solve a brand problem. This is not a sales activation piece of communications, which is designed to explain how it works and promote sales acquisitions of the service - they have had a long line of these over the last year. It's actually been over a year since Zip ran a brand campaign. The brief for a brand campaign would have probably been looking to solve a consumer acceptance problem, or a consumer perception problem for the brand, targeting the masses (early & late majority) versus targeting innovators and early adopters. I did similar work for OzEmail with the likes of Lleyton Hewitt and for Optus with Usain Bolt. Good method to emotionally personify a technology service that is often perceived as robotic and functional. Marketing the technology from a rational and functional perspective is great for when targeting innovators and early adopters, but doesn't work for the majority. Make sense?