Agency: Ogilvy UK


Did you know around 75% of the world, including many developing nations, lack a proper system of addressing? Around 4 billion people are invisible and without a reliable way of receiving important mail.

In addition, lack of a proper addressing system is a barrier to growth for developing nations, as they cannot benefit from the increase in mail from e-commerce.

Putting an addressing infrastructure in place normally costs millions of dollars and can take years to accomplish. What3words’ solution enables countries to introduce a system quickly and simply.

Our objective was to start a conversation with Postmasters in developing nations with no addressing systems in place.

15 National Postal Service Providers were targeted. Our target was to initiate at least 3 conversations.


Our strategy was to use specialist consultants to help identify the top prospects in key markets; Argentina, Botswana, Cameroon, Democratic Republic of Congo, Cameroon, Costa Rica, Ghana, Korea, Namibia, Nigeria, Philippines, Russia, South Sudan, Swaziland, and Tunisia.