MAGICAL CHRISTMAS CARDS by Crispin Porter + Bogusky Gothenburg for Swedish Postal Service

Adsarchive » DM » Swedish Postal Service » MAGICAL CHRISTMAS CARDS

MAGICAL CHRISTMAS CARDS

Pin to Collection
Add a note
Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Creative Director Gustav Martner, Björn Höglund
Art Director Mattias Berg Attributverket
Copywriter Tobias Grönberg
Illustrator Erik Dolk
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: SWEDISH POSTAL SERVICE
Product/Service: POST
Agency: CRISPIN PORTER + BOGUSKY EUROPE
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY EUROPE, Gothenburg, SWEDEN
Entry URL: http://www.slowpoke.se/comp/2010/cannes/posten
Creative Director: Gustav Martner (Crispin Porter + Bogusky Europe)
Creative Director: Björn Höglund (Crispin Porter + Bogusky Europe)
Art Director: Mattias Berg (Crispin Porter + Bogusky Europe)
Copywriter: Tobias Grönberg (Crispin Porter + Bogusky Europe)
Account Director: Johan Brink (Crispin Porter + Bogusky Europe)
Account Director: Johan Kruse (Crispin Porter + Bogusky Europe)
Content Manager: Jenny Folkesson (Crispin Porter + Bogusky Europe)
Senior System Developer: Stefan Hållén (Crispin Porter + Bogusky Europe)
Motion Designer: Erik Sterner (Crispin Porter + Bogusky Europe)
Illustrator: Erik Dolk (Freelancer)
User Experience: Pontus Wärnestäl (Crispin Porter + Bogusky Europe)
Technical Director: Per Rundgren (Crispin Porter + Bogusky Europe)
System Developer: Edvin Besic
Media placement: Website - Facebook - 01/12/2009

Describe the brief/objective of the direct campaign.
What can the Swedish Post do about young people only sharing their lives on Facebook these days? How can we prove the strength of a traditional post card? Our solution: let people create and send Christmas cards, using modern technique! Let all the hours you've spent sharing your life on Facebook come to use, now as a real Christmas card - containing personal design made of the texts from you and your selected recipient. Write a greeting on the flip-side, and the card is delivered to your friend’s doorstep, tempting her to send her own greeting.

Explain why the creative execution was relevant to the product or service.
By collecting status updates and comments from Facebook then making them come alive in the physical world, we created something original and unique. The target group was impressed by the personality and character of a physical Christmas greeting. Something they, in many cases, had never experienced before. This suited the brand like a glove. The Postal service wants people to feel that a physical letter is the most personal way of communicating. And you couldn’t find a more personal Christmas card than this. Each one reflecting the sender and reciever’s communication during the past year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The strength of this campaign was two-fold, it spread itself through the actual physical cards delivered and also through social networking. The way this campaign combined the physical world with the digital was paramount in its success. To begin with, 100 cards were sent to chosen individuals in the target group. As a result, during the campaign’s short span (18 days) more than 5000 cards were made and delivered by the Postal service.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign created a massive positive reaction in blogs and social media where the Postal service was portrayed as well in sync with the present. During the 18 days this campaign ran, over 5000 cards were sent as a result of 65000 unique visits. The average time spent on the site was 3:40 and the sales cost per response was 25 SEK.