Campaign details

Advertiser: American Greetings
Brand: American Greetings
Agency: MullenLowe
Country: United States

In today's digital age, people aren't sending cards like they used to

American Greetings, a 110-year-old greeting card company, is challenged with recruiting a new generation of cardgivers in a world that threatened to leave cards behind.

In recent times, digital forms of communication like texting and social media were increasingly becoming the accepted way to let someone know you care. "HBD" on Facebook and "I <3 U" texts were replacing handwritten notes. This was especially true among younger segments like Gen Y. Cards seemed expensive and inconvenient compared to the instantaneous, free options literally at people's fingertips. In fact, 45% of people report price as a barrier to card purchases; 40% use other/more convenient methods of communication instead (Source: 2014 American Greetings Annual Industry Update).