What3Words use Direct Mail to address the problem

Sendt av: Jess Taylor 17/01/2017

Brand navn: What3Words         Byr√•: OgilvyOne London


What3words were introduced to tackle the issue that faced 75% of the world’s population (4 billion people); that they were victims of unreliable addressing systems. Consequently, poor addressing costs businesses billions of dollars and hampers the growth and development of entire nations.

So, by dividing the world into 3 metres squared, and allocating each square with a unique combination of 3 words providing a precise and incredibly simple way to talk about location. Subsequently, it means everyone everywhere now has an address!

What3Words aimed to tell postmasters in 10 key African markets about the simple solution they offered.


What3words posted letters to 10 African chief postmasters, these letters replicated the difficulty people had reaching others with no postal address. Each envelope gave intricate directions of where it needed to be delivered. Some were visual explanations, some used maps and some bore written directions.


As it happened, eight of the ten responded and conversations have begun with three; one of whom have just signed a contract. Because each market was worth a large amount to What3Words, converting just one of the postmasters would lead to a healthy ROI.