Hallmark Cards makes teenagers send Mother’s Day cards in return for entry to concert

Hallmark Card ConcertHallmark Cards partnered with Nova Entertainment and Universal Music Band Partnerships to send some love to mothers this Mother’s Day with a special Hallmark Card Concert which saw over 200 teenager attendees asked to send their mum a Mother’s Day card  in order to gain entry.

The concert saw teens arrive at Luna Park last Thursday night to watch US band American Authors perform live to be told to gain entry they must write and send a Mother’s Day card.

The brand’s new digital tool called Hallmark Helper, created in conjunction with Naked Communications and BMF, assisted the teens in the writing of their cards, with it matching cards from the Hallmark range to their loved ones and finding tailored quotes and words.

Head of brand at Hallmark Estherina Daniel said: “For over 100 years, Hallmark has been passionate about helping people make stronger emotional connections with the people they love. That’s why we’ve developed the Hallmark Helper. The Hallmark Helper is designed to help Australians find the perfect card for their loved ones, and to help them express how they feel about them beautifully. And who better to test it with than the toughest audience of all when it comes to telling people how they feel – teenagers.”

Tristan Graham, creative director of Naked Melbourne said: “We considered a traditional campaign to educate Aussie teens but we knew that they just wouldn’t respond to advertisers telling them what to do.

“The event definitely surprised American Authors fans, but it really was a win-win situation. The teens attending didn’t mind having to send a Mother’s Day card if it was their ticket in to see their favourite band and Mums around Australia will receive a heartfelt card in the mail as a result of the Hallmark Card Concert.”

Naked Communications picked up the Hallmark account in February.

Credits for Hallmark Helper tool:

  • Strategy and Idea: Naked Communications
  • UX, Design and production: BMF



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