Postie Puppies Deliver Hallmark Cards in Naked Campaign

Postie Puppies Deliver Hallmark Cards in Naked Campaign
Catherine Donnelly
By Catherine Donnelly



Today, Hallmark launched an adorable campaign to promote the new HelloYou:) app. Developed by Naked Communications, the campaign employs a different type of Postie to demonstrate the apps delightful convenience – a team of HelloYou:) Post Puppies.

HelloYou:) makes the process of sending personalised greeting cards easy by connecting smartphones to real-world mailboxes (currently available on iPhone with Android launching later this year). The campaign is designed to highlight the simplicity of the HelloYou:) app, while still reflecting the sentiment shared when sending and receiving a heartfelt card.

The campaign message is simple. Just use the HelloYou:) app to send someone a card, and it could be delivered by an adorable HelloYou:) Post Puppy, complete with its own personalised uniform and mailbag.

Estherina Daniel, head of brand at Hallmark Australia, said: “We love this campaign because it tells the story of HelloYou:) perfectly. For Hallmark, HelloYou:) represents a step into the future and demonstrates how we are offering tools to help people express themselves on any occasion.”

Tristan Graham, creative director of Naked Melbourne, said: “We knew that once Australians understood how the HelloYou:) app worked they would fall in love with it as quickly as we did. So we recruited the cutest, most share-worthy little team to spread the word for us – a team of puppies dressed as posties doing actual HelloYou:) deliveries.”

The five-week campaign will be driven by digital, PR and social media and the HelloYou:) Post Puppies will be in action between 21 July and 8 August, 2014. 

The HelloYou:) can be downloaded here: http://bit.ly/1jEOG8c

HelloYouPostPuppies2a

Credits: Hallmark Australia Head of Brand: Estherina Daniel Senior Brand Manager: Leanne Bilinski Brand Manager: Lucy Cavanagh Head of Digital: Merissa Hargreaves Digital Channel Manager: Erin Bishop Digital Coordinator: Ashlea Caygill Agency: Naked Communications CEO: Carl Ratcliff Managing Director, Melbourne: Tom Ward Creative Director: Tristan Graham Creative Strategist: Craig Adams Head of Design: Thomas Rennie Strategy Director: Andrew Reeves Account Manager: Sophie Gosper Producer: Mark Bradley Integrated Producer: Andy Day Head of PR: Catherine Donnelly Production/Post-Production Production Company: C-KOL Director: Jessie Oldfield & Adam Murfet Producer: Elizabeth Rocka Post Production: C-KOL Editor: Dan Kerr Sound: Production Alley Music: Audio Network




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