Tag Archives: Valentine

What a day for a lovely campaign!

13 Feb

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V… Va… Val… Valentine… No. I can’t quite finish that sentence but we both know what this blog post is going to be about don’t we? That’s right. Friday, 14th February.

You know the score. That time of the year where companies don’t just sell those holidays, razors or games. It markets love too. Here’s a round up of some of the best:

Virgin whistles for attention
Virgin is invading customers’ inboxes via a disruptive e-marketing campaign that uses flirty language and wolf-whistles when opened.

One word – amazing. Great job Lida. It complements the fun and cool appeal the brand has built up through TV campaigns. Compared to competitors, which are forced to focus on pricing and customer service, Virgin can afford to sit back and say ‘where can we take you?’ because it’s a brand consumers want to connect with.

The email’s tongue-in-cheek approach cements this and will hopefully see plenty of people take up its offer of a Caribbean holiday this Valentine’s Day.

But, if not, it can be sure the open rate will be high. I’d do anything to be on the receiving end of a wolf whistle. Virtual or not!

Freeview’s three in one romantic ready meal
With a recent survey revealing that 25% of couples will be shunning a session of public Valentine’s Day PDA for a night in on the sofa, Freeview has created a three in one ready meal.

The Valendines meal, by MHP Communications, is a quick and dirty PR stunt which will generate coverage but, arguably, it won’t be memorable. But, with a client like Freeview – for those who cant afford cable (not knocking, just describing myself) – it doesn’t need to be.

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Wilkinson Sword has a smooth approach to the big day
Unlike Freeview, leading razor brand Wilkinson Sword has really thought about its campaign.

With the tag line, ‘This is not the day to irritate her’, from far away an image of a man on a billboard looks as if he’s sporting stubble. But, on second look, it’s rose stems. It then disappears and the brand wishes people a smooth day.

This is a great idea that can work across multiple channels: advertising, marketing and social media. It has real shareability and should definitely have a hash tag.

‘I’m Game’ underwear
I know the point isn’t for Game to sell its his and hers underwear, which is currently on sale in its Stratford store, but I’d be interested to know how much it makes on it after the weeked.

The company developed the idea after its research revealed that one in four gamers will slink away this Valentine’s Day for a quick fix on a console.

It’s tacky and unnecessary but with coverage already on Digital Spy and Metro, it’s adding value to the brand at low cost.

Which of these lovely campaigns stand out to you?

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The power of love (as demonstrated by PR campaigns)

13 Feb

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After pancake day, PRs have another great opportunity to impress the press with quirky products, services and campaigns that promote love, hearts, flowers and… car insurance. Most Valentine’s Day campaigns are PR fluff and all are wholly unnecessary. But, as long as they’re limited to just 24 hours we can learn to live with it.

Here’s a round up of some of my favourite ‘roses are red’ digital and social media campaigns that have stood out for all the right reasons this month:

Eat your heart out
Domino’s in Japan is offering heart-shaped pizzas tomorrow when ordering online.

With recent research revealing that 92% of couples will stay in this Valentine’s Day, it makes perfect sense to offer consumers something a bit different. It’s cheesier than M&S and Waitrose’s ‘dine in’ offers (excuse the pun) but gets away with it. What’s more, I imagine this slight change in shape is cost effective and is something that would’ve worked well in the UK.

Hello sweetie
M&S is putting the power in its Facebook fans’ hands to help decide what the new heart-shaped Percy Pig sweet will look like. It’s even gone to the effort of devising a back story to support the campaign – Percy and his sow Penny are moving in together. The vote closes tonight and the new edition will be in packs from June.

Making loyal customers part of the decision process generates instant ‘buy-in’ and creates insight and content for brands to use going forward e.g what they liked and why.

Is that your best chat up line?
My agency launched a ‘quick and dirty’ Facebook competition today for Lyons Coffee asking fans to share their best coffee-related chat up line to win some beverages for their loved ones.

Facebook continues to offer brands the opportunity to engage with a ‘switched on’ community and reach thousands in minutes.

My favourite chat up line is: “Have you bean here before?”

A lifetime of chocolate
Pudding brand has also been offering one lucky couple, through its Twitter page, the chance to win a lifetime’s supply of product.

An easy mechanic coupled with an appealing prize makes for instant brand awareness. However, I’m sure I could challenge their terms and conditions. I like chocolate. A lot.

You cheeky frog
Finally, movie download company blinkbox has teamed up with popcorn manufacturer Cheeky Frog to produce the world’s first aphrodisiac-flavoured popcorn. (Limited edition of course, because that type of love just can’t last forever.)

So, there you have it. But what do these campaigns all have in common? They’re food related. Why? Because I gave up chocolate for Lent and I have to get my fix somehow. Can’t eat it, so will write about it.

Send me your Valentine’s Day campaign spots and I’ll add them to the hall of fame.

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