THE BRAND UNION HAMBURG Design & Branding TOYTOYTOY 2010 by 2erpack GbR, The Brand Union Hamburg


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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Design & Branding
Market Germany
Agency 2erpack GbR
Agency The Brand Union Hamburg
Creative Director Norman Quadflieg
Designer Timo Brunkhorst
Released December 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: DESIGN AGENCY
Agency: 2erpack GbR
Date of First Appearance: Dec 9 2009 12:00AM
Entrant Company: THE BRAND UNION, Hamburg, GERMANY
Chief Executive Officer: Dr. Alexander Schubert (The Brand Union Hamburg)
Senior Designer: Finn Naujoks (The Brand Union Hamburg)
Business Development Manager: Julia Schwieger (The Brand Union Hamburg)
Publci Relations & Marketing Manager: Karen Schulze (The Brand Union Hamburg)
Creative Director: Norman Quadflieg (The Brand Union Hamburg)
Designer: Timo Brunkhorst (The Brand Union Hamburg)
Media placement: direct Mailing - 1850 Recipients - 9 September 2010 - Ongoing

Describe the challenges and key objectives
In order to increase the reputation in terms of creativity, corporate branding, and use of integrated media we have challenged ourselves to create an innovative year-end greeting card for our clients, prospects, colleagues, peers. The key challenges were trial and error within a new set of electronic media that follow their own rules and principles as well as the exploration of creative and technical possibilities. The key objectives were to demonstrate outstanding creativity and use of new, integrated media as well as to activate external audiences, especially clients and prospects to be interactive.

Describe the brief from the client
Create a unique X-Mas greeting card that represent our values of being gutsy, curios and inspiring to demonstrate our creativity and relevance of our broad offer towards our key audience. The card should be engaging, funny, playful, in order to activate as many people as possible to be creative themselves. It should build on and penetrate our brand identity, especially by using the visual core elements. It should also be user-friendly and intuitive so that the audiences creativity faced no boundaries.

Describe how you arrived at the final design
We definitely wanted to avoid any Christmas-related chliché but on the other hand refer to the Christmas/year end season in a more clever and playful way. As each of us relates this season to playing with gifts and toys, we created the idea of 'toytoytoy' - which by the way has a double meaning in the German language: it also means 'good luck!'. The idea was created by internal brainstormings, supported by the external digital creative agency 2erpack.

Give some indication of how successful the outcome was in the market
The success was overwhelming: The card was sent out to 1,850 recipients, majority clients and prospects. The overall response rate was 30% (three times our objective of > 10%). More than 600 unique users created at least one character, more than 2,500 characters in total. The micro site was featured in many top ten blog list, e.g. in Germany, in Japan, and others. Other blogs were referring to the site and recommending it to their audiences. It also startet to create its own communities, e.g. in Facebook. Overall, we had 11,850 visitors after three months.