Aug 13, 2004

Lexmark's Email baby generating high click-thrus

Lexmark printers has launched an email campaign that utilises the 'Email baby' character, in an attempt to promote its brand to office workers across the country.

The character was first created by marketing agency Madeforchina for an eCard commemorating Women's Day. We observed an unusually high number of young office workers clicking on the cartoon baby image when we first featured her in an eCard during Women's Day, said Madeforchina chairman Byron Constable. The agency developed a new story featuring the Email baby and the Lexmark brand for a flash cartoon email that was transmitted to over 800,000 opt-in subscribers in 16 cities across...

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