thortful achieves category stand out with animated TV campaign

Animated TV-led cross-channel ecommerce campaign, designed to deliver differentiation and acquisition.

Challenge

thortful came to us as an online marketplace for greeting cards and gifts, sitting in a competitive market dominated by a category leader.

They needed to create standout in the category, and were willing to test TV as an additional channel that could take them to the next level for brand awareness and growth.

Insight

To make an impact quickly and prove TV as an effective channel we identified a key target audience of 20-45 year olds that we would talk to around 3 key sales periods; Valentine’s Day, Mother’s Day and Father’s Day.

Creative Strategy

Due to the nature of this being a trial TV test and with a tight production timeline, animation was the best approach to deliver on time and on budget – with the adaptability to work across radio, social, digital, DM and print too.

We developed campaign concept and animation look and feel that would:

• Be tailored to the key sales periods (Valentine’s / Mother’s / Father’s Day)
• Showcase the thortful products
• Stand thortful apart from competitors at a business level (supporting independent creatives)
• Harness the joy you feel when receiving directly into the creative
• Engage the audience through creative and a recognisable voice over
• Reflect the brand essence of playful, cheerful, edgy and caring

30” and 10″ TV ads were then supported across channel using key elements of the animation throughout social, across the thortful website and across DM and print.