Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service showcasing best practice creative advertising in Ireland.

An Post’s "Send Love" campaign is a love letter to connection.

Packed with warmth, nostalgia, and the joy of receiving something personal, the ad strikes a consistent and emotional chord, reflected in consistently strong emotional engagement scores throughout its key moments.

But while it clearly tugs at heartstrings, does this emotional resonance translate to action?

Our neuroscience and behavioural analysis reveal that some tweaks could make the message stick even deeper.

Displayed facial expressions are an effective mechanism for generating emotion within audiences, and from the first friendly delivery, the ad pulls viewers in.

Universally appealing moments of genuine connection—like a handwritten letter arriving or a package being unwrapped—keep attention levels high.

This ad was one of our top performers from a recall and distinctiveness perspective, demonstrating that even despite only moderate levels of memorisation, the consistent implicit branding delivers in terms of distinctiveness and the stickiness of the brand within the message being conveyed.

The story unfolds smoothly, never overwhelming its audience.

But just at the scene prior to the end card, with the character opening his package, we see a short sharp drop in emotional engagement, perhaps inverting the shot and looking into the package that was sent with love, would alleviate this.

Presenting what is contained within the package, as the solution to the scene presented.

The ad is rich with warmth, especially in moments where gifts and letters arrive.

But while it sparks emotional connection, there’s room to drive a stronger sense of action.

A more direct prompt—like showing how easy it is to send a letter or parcel—could shift the the processing of the scene from entertainment value "That’s lovely" to behavioural impact "I should do that."

The emotional core resonates well across audiences, particularly those already familiar with sending letters.

But behavioural analysis reveal an interesting trend.

The ad is particularly effective for older audiences, or those familiar with the sentimentality of handwritten messages, while younger viewers and those less familiar with postal services appear not to find the concept as impactful.

Which generally aligns with where the opportunity lies for availing of this service.

Social cues also play a role. The experience of receiving gifts and letters creates a strong emotional link, but the act of sending, whilst present, remains slightly underdeveloped.

Viewers who see direct social proof—such as others actively choosing to send a letter—tend to have a stronger response.

The bridge between writing and sending (beyond dropping in the letter box) would facilitate this objective.

The ad is well above benchmark levels in emotional impact and impact, but the biggest opportunity lies in translating that sentiment into action.

Strengthening brand presence earlier, reinforcing the ease of sending, and adding a nudge toward immediate behaviour could turn a heartwarming message into a truly compelling call to action.

An Post’s "Send Love" is full of heart, successfully making letters and parcels feel like tiny acts of love. With a few strategic tweaks, it could move beyond just warming hearts—to driving hands to action.

For more insights from PRIZM+ on how neuroscience drives advertising impact, visit: https://www.futureproofinsights.ie/prizm-plus/