Client: Hallmark
Situation: The rapidly advancing field of technology has forever changed the way people interact with the world, and the consumer shopping experience is no exception. The advent of mobile apps, e-cards and the like has impacted Hallmark’s position in the market, resulting in a decrease in store visitations as well as a reduction in overall sales. Hallmark faces a challenge—connect with an aging customer base, through the integration of new technology, in a way that reminds them why Hallmark has been the world’s leading producer of greeting cards for more than 100 years. Our goal was to target a primary market of 35-44 year olds and a secondary market of 55+. We needed to provide a solution that helped to maintain Hallmarks current sales and develop innovative ways to convince people that a physical card was more meaningful than any technological alternative.
My role: creative development
Solution: We developed the campaign, "Lasting Moments," to emphasize the significance of a physical card versus an e-card. As Hallmark’s newest campaign, Lasting Moments™ will brand greeting cards in an entirely new light, as a means of giving someone a tangible link to a special moment that can be referred back to at any time. The spoken word can be easily forgotten.The written word, however, can last forever. Lasting Moments will highlight moments in people's lives that can be remembered by opening up a card that they received from the past. It will show that a card can be kept in a drawer and returned to, whereas, an e-card can easily be deleted or lost due to a crash of technology. This will give consumers an opportunity to relate to the campaign on a personal level allowing them to realize how good Hallmark can be at creating Lasting Moments.
As a member of the group I helped to develop our creative strategy and execution. I created the storyboard for the television spot and collaborated with other group members to generate the best ideas possible.
