Device Like No Other
American Greetings
Issue 43 | June 2017
Agency
MullenLowe US
Creative Team
Managing Partner, Chief Creative Officer Mark Wenneker Executive Creative Directors Tim Vaccarino, Dave Weist Creative Directors Blake Winfree, Andrea Mileskiewicz VP, Associate Creative Directors Brian Leech, Allison Rude Senior Art Director Jessica Grantham SVP, Exec. Directors of Integrated Production Lisa Setten, Liza Near Project Manager Gillie Bruce
Production Team
Executive Director, Marketing Alex Ho Director of Corporate Communications Patrice Sadd Director, Engagement Marketing Christine Rich Senior Manager, Engagement Marketing Meghan Olmstead Assistant Marketing Communications Manager Megan Baucco
Other Credits
Agency SVP, Group Account Director Rebekah Pagis VP, Account Director Jessica Zdenek Account Supervisor Ashley Hopkins Account Executive Clark Chamberlin Assist. Account Executive Hannah Duhaime PR SVP, Account Director Jaclyn Ruelle Group Strategy Director Ellie Gogan-Tilstone Strategist Julia Cohen SVP, Group Media Director Drew Watson VP, Associate Media Director Erica Patrick Media Supervisor Aleena Akmal Media Planner Jenna Paparian
Date
January 2017
Background
For more than 110 years, American Greetings had been creating meaningful connections. And for the past 50 years, The Consumer Electronics Show was the premier technology event for the latest and greatest innovations. As an untraditional brand at CES, American greetings sought to introduce the tech World to a messaging device like no other to remind hyper-connected consumers that greeting cards still matter.
Idea
In targeted social media, in taxi cabs and at the airport at CES in Las Vegas, ads announced the launch of “a device like no other”. A device with 360-degree interactivity, unlimited memory, vivid display and no charge needed, it was the thinnest, most powerful messaging device ever.
And it was revealed to be the greetings card.
At CES, many, like actor and author Nick Offerman, were prompted to start talking about the power of the hand-written word.
Results
- 316M earned traditional and social impressions.
- 280+ earned Traditional and Social Media Placements.
- 2,793 visitors over four days.
- 2,403 cards mailed to 48 countries.
- 350 videos made at the Create.Record. Share station
Our Thoughts
This is a Trojan Horse idea. Get everyone who’s going to one of the world’s biggest digital get-togethers really excited about an amazing new concept – and reveal that it is one of the older ideas in communications.
The fact over 2,000 tecchies actually used snail mail to send messages home says it all. No medium is quite so personal or so intimate.