Next Studio : Coty Holiday eGreeting 2011

Introduction

Coty Inc is the world's largest fragrance and beauty products company, representing prestige brands such as Calvin Klein, Marc Jacobs, Vera Wang, Vivienne Westwood and Davidoff, to name a few. The company employs about 8,500 employees worldwide with headquarters in Paris and New York, and offices across the globe. It is known for its cooperation with designers and celebrities for the creation of fragrances; prominent among them are Beyoncé Knowles, Chelsea goalkeeper Petr Čech, Céline Dion, Shania Twain, Tim McGraw, Faith Hill, and Jennifer López.

eGreeting

After the success of eCard campaigns in 2009 and 2010, Next Studio was again asked to produce an electronic greeting card that Coty employees could customise and email to their clients and professional colleagues during the end-of-year holiday period. Working with supplied creative concepts, we produced a motion graphics sequence using the theme "Inifnity". The associated copy explained that a monetary contribution would be made to DKMS (the world's largest non-profit marrow donor centre) by Coty on behalf of the recipient, as part of their "Linked Against Leukaemia" campaign. The Flash video was presented alongside an individualised HTML message that the sender had written to the recipient(s).

Coty personnel eCard interface

The administrative system that Next Studio produced for Coty's 10,000 personnel to log into, personalise and send their eGreeting had to cater for an estimated 80,000 recipients in total! Users visited a URL on the Coty domain containing input fields that allowed them to write a personal message to single or multiple recipients, which was able to be previewed in tandem with the Flash video, before being delivered to the recipient as a branded HTML email. The email contained a link to an automatically generated webpage which housed the personal message and the Flash animation. If the recipients email client was unable to handle outbound links, an alternative web address and ID code was provided in the email, so that the eGreeting could still be viewed.

Key executive personnel had the added benefit of their own unique URL, which auto-populated all of the information fields (name, title, position, etc) and included a handwritten signature at the bottom of their custom messages.