INSIGHT: End of September, early Oct is the highest birth time of the year.

CHALLENGE: We want to run a large campaign in August and September, using the month of August to do the priming and September’s objective to drive sales of birthday cards.

PROJECT: Let’s make a real song and dance out of some of our customers’ birthdays.

We organised a brass band, some ribbon dancers*, a big billboard with the nominated customers’ face on it and surprised them next to Tower Bridge so London could see how much of a legend they are. So yeah, we made an actual song and dance out of it.

It was incredible to see our shocked customers' faces and enjoy the ridiculous celebration we put on for them.

The content was shared across our channels, we boosted engagement through CRM and social (with customers nominating their loved ones for next year) and saw an great uplift in traffic and sales from our site and app during a competitive month in the birthday card market.

*and an impromptu gorilla.