Challenge: Find a compelling reason for busy women to learn about, download and make purchases within a new iPhone app they'd never heard of.
Insight: Women will do anything to hold a cute puppy. Cross the street, drive to a friend's place, even download an app.
Idea: Send a printed card with the Hello You:) app and it could be delivered by a real Post Puppy.
Direct mail: Printed cards sent from the Hello You:) app are delivered by Post Puppies to lucky recipients all over Australia. The deliveries are filmed and shared as social content.
PR: Custom content was created for dozens of leading blogs, news sites and Instagram celebrities.
This lead to extensive global coverage and significant earned media for our small budget campaign.
Activation: A Post Puppy School 'Graduation' was held in front of Sydney's iconic Harbour Bridge, with bloggers, journalists and the public invited to attend. Content from the day was also successfully shared through Hallmark's social channels.