Valentine’s Day advertising activations should not simply be a one evening stand


Regardless of being simply days away from Chinese language New Yr, Valentine’s Day was not fully overshadowed this yr by the advertising group. Actually, some manufacturers even launched campaigns that married the 2 festivities collectively. As an illustration, Tinder collaborated with Fengshui astrologer Clement Lim from Kang Li Feng Shui to disclose what every Zodiac signal ought to look out for in 2022, together with ideas inspiring every signal to embrace and awaken the “Tiger” inside them, to enhance their courting luck this festive season. Durex too shared which of its merchandise you need to use primarily based in your zodiac.

As with different festive events, manufacturers are going neck-to-neck of their advertising initiatives to seize the eye of {couples} who’re out and about this Valentine’s Day. Nonetheless, louder does not all the time imply higher, say advertising trade gamers we spoke to. Actually, if its making you cringe, then the marketing campaign in all probability is making an attempt a tad bit too arduous altogether.

Jeffrey Lim, founder and managing director at 8traordinary, stated that whereas most Valentine’s Day campaigns are “flash in pan sort” of executions, campaigns needs to be deliberate round constructing model affinity, model love or enhancing customers’ expertise as a substitute of simply making an attempt to seize headlines will present good ROI. 

“Valentine’s Day is an effective time for manufacturers whose core worth is perhaps round love, romance or experiences to bolster these values. So nice concepts and ideas round these areas executed right now may be repeated to make them a hit perpetually,” he added.

James Chua, founding father of Germs additionally added that some manufacturers would possibly merely take a look at the event as an excuse for a tactical push – so in that approach, advertising investments can be made for the event particularly. “Given this can be an occasion-based put up, except there may be actually compelling content material, most pushes will merely contributes to the event content material litter,” stated Chua.

Shanker Joyrama, founder and CEO of Orion Digital, agreed, including that such campaigns will solely garner some type of model consciousness at greatest. “It is extra vital for a model to inform a narrative primarily based by itself model values. That will make the message extra sticky for high of thoughts consciousness for the buyer,” he stated.

“To me flash within the pan activations dont work in any respect. You would possibly get some type of model consciousness,” he defined, but it surely usually simply ends there. 

From swiping proper on a mascot to a possible meet-cute at a restaurant, listed below are some model campaigns the group at MARKETING-INTERACTIVE noticed:

foodpanda Singapore x Tinder

Foodpanda Singapore partnered with Tinder to provide customers the pau-fect Valentine’s Day this yr. Customers who match with foodpanda’s mascot, Pau-Pau, on Tinder, will obtain an unique SG$5 foodpanda voucher code that can be utilized throughout all foodpanda companies – together with restaurant supply, pick-up, pandamart, and foodpanda retailers. This activation is legitimate from 14 to twenty-eight February and the voucher is legitimate till 31 March 2022.

tinder x foodpanda

When requested why foodpanda selected to work with Tinder specifically, advertising director Laura Kantor advised MARKETING-INTERACTIVE that Tinder is “the world’s hottest courting app” that has been downloaded greater than 500 million instances and led to greater than 70 billion matches. “We hope that having Pau-Pau on the Tinder app permits him to attach with as many individuals as attainable, in flip making Valentine’s Day additional candy together with his reward of the SG$5 foodpanda voucher,” she stated.

Domino’s Pizza Singapore

Domino’s Pizza desires {couples} in Singapore to point out their love for the model by donning the model’s purple and blue colors. {Couples} wearing purple and blue can be entitled to a one for one common pizza once they dine-in at any Domino’s shops on Valentine’s Day. Kym Lee, basic supervisor of selling, Singapore at Domino’s Pizza, advised MARKETING-INTERACTIVE that the model hopes to construct and strengthen affinity with its viewers by this marketing campaign, each in shops and on social media.

Flash Espresso X Bumble

Flash Espresso partnered with Bumble to brew up an ideal date for people searching for love this Valentine’s Day. The espresso chain is providing Bumble customers two small iced lattes without cost, whereas shares final, once they present their Bumble Date profile to the baristas at any of the 31 Flash Espresso shops islandwide. Moreover, Flash Espresso is doing a giveaway the place followers stand an opportunity to win Flash Espresso and Bumble merchandise, in addition to two weeks of free espresso. Followers should observe the manufacturers’ social media and tag somebody they want to ask out for a cup of espresso. Each the promotion and the giveaway run till 20 February. 

By this partnership, Flash Espresso goals to shock, delight and reward its present prospects and likewise encourage new prospects to strive Flash Espresso. “Most significantly, we see this partnership as a technique to unfold some cheer amongst our fanbase this Valentine’s season,” Flash Espresso’s spokesperson advised MARKETING-INTERACTIVE.


KFC Singapore has launched into yet one more collaboration with home-grown clothier Amos Yeo. Following their Nationwide Day version final yr, the KFC and AMOS ANANDA have come collectively to create KFC couple tees. Followers can stand an opportunity to win the couple tees by ordering KFC’s Turkey Baconized Zinger Couple Field Meal by way of KFC supply. 

Tinder Thailand

Tinder has collaborated with Central Pattana, Thailand, to launch the TinderxCentralworld marketing campaign. Aiming to focus on Gen Z people, the collaboration will characteristic a Tinder Picture Sales space, Tinder Picture Spot and Tinder Avenue. The Tinder Picture Sales space, which is positioned on the Atrium Zone on the primary ground of Centralworld, permits Tinder members to point out their profile to entry the specifically designed sales space and take photographs. The sales space can be accessible till 14 February. In the meantime, customers on the Picture Spot are in a position to scan a QR code to obtain a particular “Tinder Gold” deal, accessible till 28 February. Lastly, customers can pray for love on the Trimurti Shrine and obtain a free set of choices upon displaying their Tinder profile. Moreover, customers are in a position to scan QR codes to realize member entry to “Tinder Gold” at a promotional value. 

tinder shrine

A Tinder spokesperson advised MARKETING-INTERACTIVE that this was a first-of-its-kind and unique collaboration between each corporations. This transfer comes after the model launched “Tinder Discover” final yr, a newly created hub throughout the app that hosts new and interactive wats for individuals to attach on Tinder. Now by this activation atCentralworld, the model can be extending the options from “Tinder Discover’ to real-life interactions, added the spokesperson.  

Sino Malls

Six Sino Malls have come collectively to launch “Love within the Metropolis”, an initiative that provides individuals an opportunity to make a grand gesture this Valentine’s Day. Collectively organised by tmtplaza, Olympian Metropolis, Citywalk, China Hong Kong Metropolis, Gold Coast Piazza and Tsim Sha Tsui Centre & Empire Centre, the initiative permits these with an vital message to say to their valentine to take action on the 4,000sqm LED façade of Tsim Sha Tsui Centre & Empire Centre. 

sino malls vday

Members of the general public who’re S+ REWARDS members might make a public declaration on the LED wall without cost. events must full a web-based registration, which opens to the general public till 11 February, and embody why they want to publicise their message. Individuals might select from one of many 5 pre-set messages – “I Love You”, “Marry Me”, “Joyful Valentine’s Day”, “Love You 3000” and “每天愛你多一些”.  

Associated articles:
Flash Espresso and Bumble concoct excellent date to unfold V’Day cheer
foodpanda SG and Tinder need you to swipe proper on Pau-Pau this Valentine’s Day
6 Sino Malls companion as much as unfold Love within the Metropolis of HK
Domino’s palms treats to prospects wearing model colors this Valentine’s Day
Tinder matches CNY and Valentine’s Day and provides Chinese language zodiac primarily based courting ideas

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