Postie Puppies Deliver Hallmark Cards in Naked Campaign
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
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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