Moonpig’s ‘Cards with Heart’ wins over CorpComms Awards judges to win ‘Best Corporate Partnership’
Brands2Life triumphed at last night’s CorpComms Awards, winning in the ‘Best corporate partnership’ category for its ‘Cards with Heart’ campaign for Moonpig. The CorpComms Awards is one of the leading corporate communications award programmes in the public relations industry celebrating excellence across media relations, digital, integrated communications, content and public affairs.
Earlier this year we were briefed by Moonpig, the leading online card and gift retailer, to deliver a socially-driven campaign that would reflect the company’s brand positioning of ‘heart over humour’ and drive traffic to their website over the crucial trading period of Valentine’s Day. Moonpig is synonymous with cards so we wanted to find a way to hero them. And the card that does most good in the world? The organ donor card. With 6,400 people in the UK on the transplant waiting list and debate about moving to presumed consent for organ donation generating headlines, the topic was timely. What if Valentine’s Day cards could double up as donor cards?
Together, we brokered a partnership with NHS Blood and Transplant to encourage people to sign up to the donor register, and crucially, share their decision.
The campaign with a twist allowed Moonpig customers the opportunity to swap their usual Valentine’s cards for one that also included an organ donor card. The six, free limited-edition cards were designed to break the ice with classic love lines… reimagined, including: ‘I only have eyes for you…. unless they get donated to someone who needs them – which is also cool’. Two of the cards were designed by people directly involved in organ donation and another by ex JLS star JB Gill and his wife Chloe, who had a personal connection to the cause. TOur in-house studio created a humourous video featuring real life couples asking them their favourite parts of their partner’s bodies that was used across Moonpig’s social channes, on their website and in customer communication.
Our ‘Card with Heart’ campaign struck a chord with the public with 11,700 unique visits to the Moonpig website, 618 cards purchased and 262 people signing up to the organ donation register in just one week as a direct result link from Moonpig’s site. The video had 533,000 views on Moonpig’s Facebook page and 300 pieces of coverage including a 4-minute dedicated interview on Sky News Sunrise.