Want to see American Authors? Send a Mother's Day card first

Want to see American Authors? Send a Mother's Day card first
SHARE
THIS



Teens desperate to see American Authors perform live at Luna Park were only given access if they wrote and sent a Mother’s Day card in a campaign by Naked Communications for Hallmark.

Hallmark, in partnership with NOVA Entertainment and Universal Brand Partnerships, hosted an American Authors live performance at Lune Park. But an hour before the US band was due on stage fans were advised entry would only be gained with a Mother’s Day card.

Hallmarks new tool, Hallmark Helper, was on hand to help the teenagers produce their prose.

Hallmark Helper matches cards from the range to loved ones and finds tailored inspirational quotes and words to be included.

Estherina Daniel, Head of Brand at Hallmark said: “For over 100 years, Hallmark has been passionate about helping people make stronger emotional connections with the people they love. That’s why we’ve developed the Hallmark Helper. The Hallmark Helper is designed to help Australians find the perfect card for their loved ones, and to help them express how they feel about them beautifully. And who better to test it with than the toughest audience of all when it comes to telling people how they feel – teenagers.”

Tristan Graham, Creative Director of Naked Melbourne said: “We considered a traditional campaign to educate Aussie teens but we knew that they just wouldn’t respond to advertisers telling them what to do.”

“The event definitely surprised American Authors fans, but it really was a win-win situation. The teens attending didn’t mind having to send a Mother’s Day card if it was their ticket in to see their favourite band and Mums around Australia will receive a heartfelt card in the mail as a result of the Hallmark Card Concert.”

Please login with linkedin to comment

Latest News

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’
  • Media

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’

The TAC and Taboo have created a high impact, interactive campaign encouraging all Victorians to play their part in making our roads safer – ‘This Christmas’. The activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on […]

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]