HelloYou:) is Hallmark’s newest effort to regain lost business – an application that allows smartphone users to create personalised greeting cards, and have them delivered by post.

Naked Melbourne’s campaign to launch it has used both the cute puppy drawcard and Hallmark’s heritage of heartstring tugging adverts to deliver the essential message – the app is simple to use…

…to which Naked added an irresistible launch phase inducement – when you use the HelloYou:) app to send someone a card, it could be delivered by a HelloYou:) Post Puppy, complete with its own personalised uniform and mailbag.

Tristan Graham, creative director of Naked Melbourne, commented, “We knew that once Australians understood how the HelloYou:) app worked they would fall in love with it as quickly as we did. So we recruited the cutest, most share-worthy little team to spread the word for us – a team of puppies dressed as posties doing actual HelloYou:) deliveries.”

The campaign will riun for 5 weeks in digital, PR and social media and the HelloYou:) Post Puppies will be in action between 21 July and 8 August, 2014.

Creative credits:
Advertising agency: Naked Communications
Creative director: Tristan Graham
Creative strategist: Craig Adams
Head of design: Thomas Rennie
Agency producer: Mark Bradley
Integrated producer: Andy Day
Head of PR: Catherine Donnelly

Production Company:  C-KOL
Directors: Jessie Oldfield & Adam Murfet
Producer: Elizabeth Rocka
Post Production: C-KOL
Editor: Dan Kerr