Being a small company without large financial backing, we’ve never had a large marketing budget, so for our second Christmas (2004) we decided to produce e-cards. We seeded them to 500 people and tracked how quickly they travelled, who sent them, and which countries we reached and so on.
Looking at the e-cards now I think they’re a bit lame but the sound effects still make me giggle. This is probably because I know how they were all made. The horns were Robin, our customer happiness manager, with a balloon and a wet thumb. I cannot share the story of the whip.
The phone call to agree the sounds and how to make them was one of my all-time funniest. It was a Saturday and I was at Base Backpackers in St Kilda, Melbourne (keeping costs to a minimum whilst negotiating with Fosters to distribute JAGOs in Oz and NZ) and Robin was in Shetland. I had tears of laughter pouring down my cheeks as we each ran around finding props to make appropriate noises down the phone at each other.
Of course we discovered that the e-cards, despite their now evident lameness, travelled far and wide and were mostly liked. The humour, double-entendres for which I take full responsibility, sorry, did work, but in retrospect may not have built deeper understanding of the brand and the product.