Moonpig is on a mission to become the destination for the most personalised cards – and to get people sharing more thoughtful messages around the moments that mean the most. 

Cards That
Clear the Air

Background

We wanted to find a way to bring to life Moonpig’s brand new tool, which enabled people to use artificial intelligence (AI) to write their Christmas cards. But with conversation around AI at an all-time high,
we needed to find a way to get cut through in an increasingly
crowded space.

 

How we got there

We took a relatable human truth – the fact that many families and friends have fallen out, but think Christmas is one of the main times of year to come together – and used this to position Moonpig’s new tool as a way to help them clear the air before festivities.

 

What we did

As the Christmas season approached, we took friends and family not on speaking terms and helped them clear the ice with a brand-new range of cards and Moonpig’s Smart Text AI tool. We commissioned research to explore the concept of feuds – how many people in the UK are on bad terms with others, and how many struggle to put things behind them and would welcome a helping hand.

PR | Media Relations | Consumer

We used these insights to create a range of cards featuring famous faces who had come to blows making amends in a festive way. We featured Kim and Kourtney Kardashian, Princes William and Harry, and Rebekah Vardy and Colleen Rooney and added fun messages relevant to their arguments that year.

These became our hero visual assets to accompany the story. On top of that, we used the AI to draft a series of messages from the celebrities using the Smart Text AI tool, imagining what they might say to each other for use in press and on social. We also created messages that regular members of the public might send to clear the air, showcasing the huge impact the AI has in helping us craft messages.

Social highlights

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Media coverage

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Featured in

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Results

pieces of earned media coverage which drove awareness of Moonpig as the destination for the most personalised Christmas cards and its new Smart Text AI tool  

29

positive sentiment

100%

top tier national and consumer lifestyle journalists positive engagement through media drops 

6