Following new research into global gift card trends, the business needed to generate high-quality leads, support the sales team with up-to-date tools, and increase understanding of gift card programmes across international markets.

This was no small task—gift card systems vary significantly between countries, shaped by different banking infrastructures, regulations, and consumer behaviours. The campaign had to speak to these local differences in five languages, stay within budget and deliver real value to both prospects and internal teams.

To address both internal readiness and external engagement, we developed a creative, gamified ABM campaign that combined sales enablement with highly personalised outreach—tailored across five European markets.

Internally, we equipped the sales team with a toolkit showcasing gift card formats, along with updated brochureware and research highlights. A fun, educational campaign ensured everyone was aligned and confident in selling the benefits of gift card programmes.

Externally, we sent a multilingual direct mail piece: a custom chocolate box featuring six gift card facts and a “Golden Gift Card” with a unique code. This unlocked a local-language landing page with a prize reveal, supported by automated emails and personalised tracking. The campaign delivered a memorable, cost-efficient experience that resonated with prospects.

This campaign demonstrated the power of gamification, personalisation, and smart localisation—proving that even complex, multi-market initiatives can be cost-effective, fun, and commercially impactful.

• 32% response rate across all markets

• High landing page engagement and clear tracking per prospect

• Increased sales team confidence and alignment

• Positive feedback from both internal teams and external targets