The Holiday Card That Delivers
Foot Locker
Issue 34 | March 2015
Agency
BBDO New York
Creative Team
CCO BBDO Worldwide David Lubars CCO BBDO New York Greg Hahn Executive Creative Directors Chris Beresford-Hill Dan Lucey Art Director Danny Adrain Copywriter Roberto Danino Senior Designer Bhanu Arbuaratna
Production Team
Agency Producers Clemens Brandt (Head of Digital Operations) Carissa Ranelycke (Senior Interactive Producer)
Other Credits
Account Team Troy Tarwater Janelle Van Wonderen Nick Robbins Samuel Henderson
Date
November 2014
Background
For their first-ever digital collaboration, Foot Locker and Jordan Brand wanted to create buzz and drive sales of Jordan products during the holiday season.
Idea
Everyone loved receiving holiday cards. The question was, could Foot Locker help their customers get more from the cards they sent? What if the cards could double up as Christmas lists?
That was the idea behind The Holiday Card That Delivers, a website that encouraged teens to create a wish list disguised as a holiday card.
At the site, they could design their cards and customise them with the specific items of clothing and footwear they wanted. Then the card was mailed out to parents, grandparents, anyone who might be looking for ideas of what to give.
Results
Results pending.
Our Thoughts
This is a story of technology. Not so much the technology of computers and social media but how digital technology is transforming the print industry. Every single card that got mailed out was unique – both in design and in the selection of Foot Locker products selected. Personalisation like this is incredibly powerful. It wasn’t just the fact that the target audience was able to personalise their cards (from James) but that they were able to identify and address those people closest to them (Grandma) most likely to spend money. This is precision marketing. A perfect piece of thinking at the perfect time of year to increase sales.