coexist

Opportunity

The ongoing relationship between Schottenstein Zox & Dunn (SZD) and Coexist continues to change the perception of what a legal firm can do when it comes to marketing, awareness and philanthropy. In a tough economic climate for all, the opportunity to leverage emerging media to actually make a difference and share a story focused on “appreciation” and “giving back” made perfect sense.

In true SZD-fashion, bucking the trend to join the masses with another Christmas-themed marketing piece – this season’s holiday message would highlight the extremely timely focus on Thanksgiving. What better time to contemplate the act of truly “Giving Thanks,” while launching a digital campaign to help others in need like The Children’s Hunger Alliance.

Execution

Starting with the simple premise that a sincere thank you card can have enormous impact   – Coexist began to recreate the traditional e-card with a subtle mix of fluid animation, thoughtful interaction and emotional copy. This re-imagination of the e-card would embrace the best of Flash and Flex development technologies to ensure a highly optimized and user-friendly experience. Behind the technology, the design team worked hard to weave in a little light-hearted fun in addition to a viral component built on charitable contributions triggered by sending another e-card to a friend. For every Thanksgiving e-card sent out – SZD would make a donation to the Children’s Hunger Alliance.

Results

The new SZD “Giving Thanks” e-card campaign led to 2,355 meals for hungry children across Ohio. Not only did this viral campaign help raise awareness for a very meaningful charity, it also helped to enhance the positioning that SZD is a true community partner that really does care.