I can hear the client now: “We need to make our gift cards more engaging.”

I would have kept a straight face, while I laughed on the inside. I would have made a half-hearted attempt at a brainstorming session and then tried to gloss over the request among other goals and great ideas during the client presentation.

But, I now realize I should really push for the exceptional experience in every strategy and tactic. No matter how audacious, ridiculous or obnoxious, there’s always an opportunity to raise the bar on every product, channel, tactic and strategy, including even the now ubiquitous gift card.

I have the Home Depot to thank for this revelation. Seen above (in a photo at which my old photography professor would shudder), a gingerbread man gift card I received for the holidays. More than just a gift card, however, as it came with a set of static-cling plastic features with which to decorate my bare cookie. Check it out:

Bottom line, I’m engaged. I’m showing friends – before and after I decorate my drywalling yuletide biscuit friend. This brilliant idea works on many levels:

1. At the checkout, this has great potential as an impulse buy;
2. If the giftee unwraps or unstocks with friends and family, this is a conversation starter;
3. The giftee can play (!) with the normally 100% utilitarian gift before eventually cashing it in for cool lumber and copper tubing;
4. The design seamlessly meshes The Home Depot’s branding and holiday theming; and,
5. They got me blogging about it.

Cheers to the team that put this one together. And good, though belated, tidings to all.

Note: The client quote above is a completely fabricated Pilkingtonian situation that may not have occurred. It was created by me, only to serve my point in this post. If anyone knows of the actual people involved and process that occurred to invent and implement the gingerbread cookie gift card (I’m looking at you, @thehomedepot on Twitter), I’d be happy to update this entry.