Amnesia Razorfish and Australia Post last night won the Utilities category at the 2012 Australian Mobile Awards for their digital to physical ‘Postcards’ app.
The first of its kind, the Australia Post ‘Postcards’ app brings a traditional, physical mail service to digital devices.
‘Postcards’ allows users to create a one-off postcard that features pictures they took and a personal message via their mobile device. Once uploaded with the recipient’s details a unique physical postcard arrives at the chosen destination a few days later, anywhere in the world.
Amnesia Razorfish, managing director, Doug Chapman said: “We are honoured to accept this award alongside one of Australia’s most iconic brands. With ‘Postcards’, we set out to create a personal experience while acknowledging the physical and memorable aspects of a postcard.”
“We felt the ‘Postcards’ app was a natural fit for the Australia Post brand, as it aligns with Australia Post’s traditional mail delivery services, while pushing a digital business transformation. We are thrilled to have this idea recognised.”
Australia Post and Amnesia Razorfish are working together to ‘future ready’ the Australia Post brand and drive online innovation.
Amnesia Razorfish and Australia Post were up against Telstra’s 24x7, Australia Post Mobile and DK Development’s BoxShot to win the award.
Amnesia Razorfish, business unit director, Carly Adamis said: “The first version of the app has been a great success in a very short period of time. It has received overwhelming support from the public and the young Australians who it is intended to reach.”
“We have high hopes adoption will continue to grow.”
‘Postcards’ will officially launch in October, however in just two months the app has been downloaded almost 5,000 times and is rated 4.6 in the app store.
In addition to the Mobile Award, the ‘Postcards’ App won second runner up in the Interactive
Advertising Bureau’s Creative Showcase awards.
The Australian Mobile Awards celebrate innovation and creativity within the Australian mobile landscape.