CLIENT
Hallmark Cards, Inc.
Jenny Lee, Brand Mgr.
Ann Herrick, Corporate Synergy Integrated Mktg. Mgr.
Ira Stolzer, VP - Integrated Consumer Mktg.
Ellen Junger, SVP - Mktg.
Jill Webb, Retail & Trade Advertising Mgr.
Rob Reeder, Advertising Mgr. PEG
Beth O'Shaugnessy, Project Leader - Research
AGENCY
Tim Pontarelli, Executive Creative Dir.
Pippa White, Art Dir.
Karla Flannery , Account Dir.
Pinsuda Sagooleim, Account Executive
Jim Stallman, Design Dir. - SVP
Bob Harley, VP - Executive Producer
Starcom MediaVest Group
SUMMARY
Hallmark faced the daunting reality that the 15-year erosion of the greeting card category was not going to turn around by itself. From activating new users to engaging light users to retaining heavy users - something needed to be done because the greeting card category was in dire need of resuscitation. The big idea: iTunes meets Hallmark. This campaign proved that a bit of entertainment, whether amp-ed up or off beat and goofy, can help you express yourself. This is what Hallmark has always done... but now with a voice from the 21st century. Results proved they were definitely something to sing about - song cards fueled a 10% increase in sales of Everyday Cards compared to last year
