Muse Creative Awards | International Advertising Awards

United States

2018

Silver & Coal

Entrant Company

TRIAD

Category

INTEGRATED MARKETING

Client Name

TRIAD

Sub-Category

Integrated Marketing Campaign

We developed what we’ve named “Silver & Coal: A Gift Giving Thingy.” Two separate packages were created: Naughty and Nice. Each having their own unique look and tone. The packages were paired with one of eight gifts chosen by the sender and sent to a recipient of the sender’s choosing. To determine who to send packages to we sent out an email to over 800 clients and friends. Participants were then directed to a web page dedicated to Silver & Coal. This page included instructions and a form that allowed them to choose whom they were sending the packages to and what they were sending. After the initial email we sent postcards to those who had not yet participated. Once the packages arrived recipients were asked to post a photo of themselves on social media with the package in order to find out who sent it. Once posted we reached out to each of them to reveal the sender. To wrap everything up, an email was sent out thanking people for participating that linked to a case study describing the project and its response.

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