The campaign promotes Hallmark's "HelloYou:)" app, which lets users customise and send greeting cards directly to real-world mailboxes.
And it's not just a cute video: A team of real puppies dressed as "posties" will be performing actual HelloYou:) deliveries from 21 July through 8 August. The agency hastens to add that it has been working with "animal welfare and puppy carers to make sure that no puppies will be deprived of nap times".
Cute puppies are big guns when it comes to shareable content—perhaps second only to cats, although this is a matter of sometimes violent debate. The client and agency decided the product deserved nothing less than an all-out effort. “We knew that once Australians understood how the HelloYou:) app worked they would fall in love with it as quickly as we did," said Tristan Graham, creative director of Naked Melbourne. "So we recruited the cutest, most shareworthy little team to spread the word for us.”
Estherina Daniel, head of brand at Hallmark Australia said the campaign perfectly tells the story of the app, which represents a "step into the future" for Hallmark.
The five-week campaign includes digital, PR and social media.
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
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 Company: C-KOL
Director: Jessie Oldfield & Adam Murfet
Producer: Elizabeth Rocka
Post Production: C-KOL
Editor: Dan Kerr
Sound: Production Alley
Music: Audio Network