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Epica Awards 2010

Award Type: Advertising Awards

Phone: +33 (0)1 42 04 04 32

Epica’s aim is to encourage the highest standards of creativity and to help agencies, film production companies media consultancies and photographers to develop their reputations across Europe and the EMEA region. The awards are judged by the advertising trade press; 34 magazines from 27 countries will be represented on the jury this year. Epica winners receive widespread media coverage and the best work is published each year in the Epica Book.


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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing, Case study
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 June 2010


Cannes Lions 2010
Direct Lions Flat Mailing Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Flat Mailing
Product/Service: POST
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 ()
Describe the brief from the client:
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.
Creative Execution:
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.
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.
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.