Eight of the ten responded and conversations have begun with three, one of whom has just signed an annual contract. Because each market was worth a large amount to What3words, converting just one of the ten Chief Postmasters would lead to a healthy ROI.
What better way was there to reach the Chief Postmasters in Comoros, Senegal, Nigeria, Niger, Togo, Liberia, Ghana, Bénin, Sierra Leone and Gabon than with a letter. But these were letters that replicated the difficulties people had in reaching others when there was no reliable addressing system available. Each envelope gave intricate directions of where it needed to be delivered. Some were visual explanations, some used maps and some bore written directions (from Moroni airport head east until you hit the Boulevard Karthala. Follow this north, past the Ancien Marché…). Though beautifully designed, each letter demonstrated both the problem and What3words’ understanding of the situation.