Cannes Lions

POSTCARD NETWORK

DRAFT PARIS, Clichy / CART'COM / 2006

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Overview

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Credits

Overview

Description

To creatively engage our target audience with the Cart'Com brand, positioning the company in their minds for a potential partnership later on.

Targeting:BtoB - journalists and marketing/communications decision makers.BtoC - bars and restaurant clients ages 25-40; Urban, trendy people with an average income of €25,000-50,000.

Execution

We transformed the postcard into a clever referee card. The card could be used to “intervene” at work, with friends, during meetings, etc. Referee Kit's were passed out for office use so that people could playfully penalize co-workers with a yellow or red foul card. The kit also included a referee's whistle and specification sheet. More than 100,000 postcards were distributed and the buzz continued online via www.tupliestupunis.com. Online, users could play games and watch films relating to the “Red Card. Yellow Card.” campaign.

Outcome

In less than two weeks, more than 1,500 individuals accessed the web site, 747 played the online games and 127 sent for additional postcards. More than 10,350 pages on the Web site were viewed with the films being seen more than 2,500 times.

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