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„Sound of Thank You”: Austrian Post’s New claim as a shareable AI experience

With its new claim, „Always there when you need us”, Austrian Post has created a digital experience that reimagines the theme of gratitude: personal, emotional, and effortlessly shareable. Together with Virtual Identity, Marqably, Papabogner, and Team Violet, they addressed a common tension in everyday life – that personal words often fall by the wayside in our digital daily routines. The claim was translated into an AI-powered experience called “Sound of Thank You”, which not only communicated gratitude but also made it tangible.

Scalable emotion: AI as an enabler

The challenge was complex: digital thank-you messages should not feel like generic standard phrases, but rather touch people on a personal level. At the same time, access had to be as low-threshold as possible – no registration, no processes requiring lengthy explanations, in just a few steps. AI was specifically deployed as an enabler to achieve something that would not be manually scalable: individually generated, personalized songs in a matter of seconds. The experience was complemented by a sweepstakes mechanism to boost engagement and sharing – all within a tight campaign window of just six weeks.

Gratitude you can hear and share

The central concept was deliberately kept simple: „Sound of Thank You” – personalized musical messages based on a short text. A unique „thank you” song was created from an individual text message, the selection of a music genre, and the recipient’s name. A modern, emotional greeting that could be listened to and shared. „Thank you” thus became literally audible. Swiss Post took on the role of facilitator: it encouraged people to connect with one another – rather than just talking about communication.

Technology in the background, experience at the center

Technically, „Sound of Danke” was implemented as an AI-based song platform that translated personal messages into consumable and shareable music formats. The central hub was the landing page soundofdanke.at, which consolidated the entire user journey and was consistently optimized for speed, clarity, and immediate gratification. Communicatively, the campaign relied on a clear „dialogue-first” approach: The focus was on direct mailings and email communication, supported by social and display measures. An integrated sweepstakes served as an additional driver of participation and consent – deliberately positioned downstream of the actual heart of the experience: the personalized song.

Results with a lasting impact

During the campaign period around Christmas 2025, a total of 35,000 personalized thank-you songs were generated. The average session duration was 3 minutes and 25 seconds – a clear indication that users were actively and consciously engaging with the experience. Particularly revealing: 52.2% of all song creations were initiated via dialogue channels such as mailings and newsletters.

Due to the strong response, the concept was successfully continued for Valentine’s Day 2026 – this time under the title „Sound of Love“. In just two weeks, nearly 25,000 new songs were created, including even a personal contribution to a marriage proposal. It’s hard to imagine stronger evidence of emotional relevance and genuine engagement.