Swire Properties eCard: Share Warm Greetings This Season
While eCard has become popular in recent years, Swire Properties appointed Pixo Punch to develop a creative eCard campaign with viral potentials. Highlighting the donation message, it is hoped that the internal staff would send the eCard to their family and friends as well as share the campaign online.
To craft an interactive and rewarding experience for users, we made use of the remarkable elements of Christmas, Santa Claus, snowmen, presents and Xmas balls throughout the design. Users were invited to go through some simple and direct steps to share the exquisite eCard with their beloved ones, in the meantime giving a hand to people in need by inducing HKD10 donation from Swire Properties.
Being directed to the mini-site from Facebook or by invitation emails, users were entertained by the round replete Santa Claus and Snowman. Apart from selecting a theme out of two, users felt free to upload and adjust photos with their faces from Facebook or their devices. Next, users entered a maximum of 5 recipients’ name, emails and messages. A unique eCard would be ready for review then, in which the uploaded photo had merged with the Santus Claus’s or snowman’s head, resulting in a highly personalized and interesting animated eCard. Also, HKD10 would be donated to Operation Santa Claus upon completion afterall.
Instead of advertising placement, internal staff email of Swire Properties and public Facebook wall post were the major promotion channels for this eCard campaign. Yet the participation rate is very impressive, accounting for over 4,000 times of sending out in a month.