Draft Puts a Stamp on Dot.com

As Client Opts for a Direct Tack, Agency Makes It ‘Simply Easier’
CHICAGO–After deciding late last year that direct response would be the focus of its marketing efforts, Stamps.com in January named DraftWorldwide its agency of record.
In true dot.com fashion, the Santa Monica, Calif.-based Internet postage provider then wanted a direct response TV spot ready to air in about a month.
“It all had to do with the intensity of the marketplace,” said Karen Groene, senior account supervisor at the Chicago agency. “We also wanted to pre-empt any possible competition.”
The resulting computer-animated spot is airing in five markets that “indexed high” for the main target market–small and home office users–and on cable networks, said Groene.
The company’s last ad effort, a branding campaign, was created by Wieden & Kennedy, Portland, Ore., with TV spots featuring comedian Bob Newhart, said company representative Leslie Furuta.
The celebrity this time is stage and screen star Nathan Lane. He provides the voiceover for a spot that attempts to position the company as “young, innovative and entrepreneurial,” said Kathy Bucaro-Zobens, agency senior vice president and executive creative director.
The voiceover says Stamps.com offers “a revolution in postage.” Simple animation shows posted mail, including boxes and tubes, being squeezed out of a slot which then spits out a cat–a package Lane acknowledges the service is incapable of delivering.
The spots are tagged “Simply easier,” and offer $20 worth of free postage to those who sign up before a certain date.
Stamps.com, which for a fee allows users to secure postage through the Internet, is regulated through the U.S. Postal Service, and so does not threaten Draft’s relationship with that client. Neither the agency nor the client would discuss billings; they have previously been estimated by sources at $16 million.
Stamps.com uses Direct Partners in Santa Monica for online direct response work, Furuta said. K