Media Title: 

OBJECTIVES

Content: 
  • Create a compelling and desirable event experience for teens (up to 22) who traditionally wouldn’t send their mum a heartfelt card on Mothers’ Day
  • Create engaging content to live online and across social platforms (post event) to drive awareness for HallmarkHelper.com.au
Media Title: 

SOLUTION

Content: 

#CARDCONCERT

To connect teens with their mums for Mother’s Day and to promote Hallmark Helper, Nova Entertainment executed a bespoke music event called #CardConcert featuring American Authors at Sydney’s iconic Luna Park.
Research revealed teens wouldn’t be as enthusiastic about attending a Hallmark event as they would be to attend a Nova event, so made the bold, yet strategic decision to be absent from all communications in the lead up to the event. This allowed Hallmark to ‘Surprise & Delight’ the audience who attended the event, revealing their involvement as guests arrived.

Nova Image: 
Nova Title: 
On Air
Content: 

As all On-Air communication was delivered without Hallmark branding, Nova utilised the Smallzy to strategically engage with the target of ‘teens’. Smallzy voiced campaign commercials that featured the hit American Authors track - Best Day Of Your Life, encouraging listeners to tune into Smallzy’s Surgery to win their way into the gig.

Nova Image: 
Nova Title: 
Experiential
Content: 

Nova facilitated a unique music event featuring American Authors at Sydney’s Luna Park for Hallmark. Hundreds of teens won their way in and attended along with their mums. Unbeknownst to them the event was thanks to Hallmark, which was revealed as they arrived.
To gain entry to the concert - guests needed to select, write and post a Mother’s Day card from the Hallmark Pop Up Card Store, with the assistance of HallmarkHelper.com.au.

Nova Image: 
Nova Title: 
Content
Content: 

Footage from #CardConcert was captured, including the teens writing cards, the emotional reactions of the mothers’ and of the American Authors performance. This content was re-cut into two Hallmark branded pre-rolls, each showcasing what the event achieved from the eyes of the teens and from the hearts of the mums.

"NOVA Entertainment delivered an innovative event that exceeded our expectations. We were delighted with the campaign and appreciate all the hard work that the team at NOVA Entertainment put in to make our #CardConcert a reality."

Estherina Daniel
Head of Brand, Hallmark