Hallmark employs postal pups to deliver its new HelloYou:) app + campaign via Naked Melbourne

Today, Hallmark has launched an adorable campaign to promote the new HelloYou:) app. Developed by Naked Communications Melbourne, the campaign employs a different type of Postie to demonstrate the apps delightful convenience – a team of HelloYou:) Post Puppies.

HelloYou:) makes the process of sending personalised greeting cards easy by connecting smartphones to real-world mailboxes (currently available on iPhone with Android launching later this year). The campaign is designed to highlight the simplicity of the HelloYou:) app, while still reflecting the sentiment shared when sending and receiving a heartfelt card.

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The campaign message is simple. Just use the HelloYou:) app to send someone a card, and it could be delivered by an adorable HelloYou:) Post Puppy, complete with its own personalised uniform and mailbag.

Says Estherina Daniel, head of brand at Hallmark Australia: “We love this campaign because it tells the story of HelloYou:) perfectly. For Hallmark, HelloYou:) represents a step into the future and demonstrates how we are offering tools to help people express themselves on any occasion.”

Says Tristan Graham, creative director of Naked Melbourne: “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 five-week campaign will be driven by digital, PR and social media and the HelloYou:) Post Puppies will be in action between 21 July and 8 August, 2014.

Hallmark Australia

Music: Audio Network