The Challenge.
In the build up to Christmas, Morrisons wanted to increase customer engagement through an email campaign by asking customers to chose what type of content they wanted to receive in preparation for the big day.
The Thinking.
Working with a copywriter, we wanted the campaign to be fun but also feel relevant to customers, so we asked customers to assign themselves a character based on their own behaviour, encouraging them to engage and connect with the campaign. We created a 'Which character are you?' mechanic featuring two reindeer-inspired characters, 'Last-Minute Dasher' and 'Blitzen It Early'.
To launch the email campaign, we introduced the two characters and asked customers to chose which character best described themselves when it came to preparations for Christmas. Subsequent emails then contained tailored content based on which character personality they chose, and gave useful tips and offers on food, decorations and gifts before the big day.
Responsibilities.
Illustration, Art Direction, Design
Emails.
