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.”