William Joseph Communications

5 Creative Valentine's Day Campaigns

Valentine’s Day, once relegated to the saccharine realm of romance, now provides the perfect platform for brands to channel their creativity and connect with customers. Businesses are thinking outside the chocolate box with clever marketing campaigns that leave a lasting impression. Important to note, effective Valentine’s Day campaigns don’t have to necessarily reflect your business’ service offerings. What’s important is that they build brand awareness and create an emotional connection with the customer. Here’s a look at some of our favourite Valentine’s Day campaigns.

WestJet
An undisputed champ of viral video campaigns, WestJet’s #WestJetLove commercial details the love stories of two unassuming couples. The airline flies the pairs out to the Barbados and sets the stage for an epic, surprise proposal. The ad doesn’t make mention of WestJet’s business, but rather appeals to its customers’ emotional sensibilities and succeeds in hitting the heart strings. This all-around feel-good video spot is aligned with WestJet’s previous video campaigns and effectively celebrates its commitment to customer connection.

Ford
This Valentine’s campaign for Ford takes speed dating to a whole new level. Unsuspecting speed daters go for the ride of their lives in a Ford Mustang, and it’s all captured by hidden camera. The campaign is effective in grabbing our attention and keeping it while showcasing the product’s features and functionality. It’s the awkward and amusing dynamics inherent to a blind date that help build an emotional connection, however, that drive the success of this campaign.

Doritos
This Canadian-centric Valentine’s Day campaign allows fans to send a free, festive bouquet of twelve Ketchup-flavoured Doritos roses to that special someone. The campaign website www.doritosketchuproses.ca features a crafty DIY tutorial, a kitschy video and above all, comedic value. Nothing says I Love You like the perennial Canadian classic, ketchup chips.

Netflix
As the preeminent source of the cultural phenomenon that is binge-watching, the Valentine’s Day spot titled Binge for Love resonates with anyone who has lost a day (or three) to a Netflix marathon. This light-hearted video speaks to the things we do for love – in our modern era, that looks a lot like catching up on the subject of our affection’s favourite show. Cultural relevance: check. Cheeky sing-a-long: check. Budding romance: check. The Valentine’s Day trifecta.

Deadpool
With a release date scheduled for Valentine’s Day 2016, the Deadpool movie posters were re-worked and given the romantic-comedy treatment to showcase the film in a different, albeit amusingly misleading light. Under the guise of the rom-com oeuvre, the re-imagined posters perfectly complement the film’s witty, sarcastic tone and foreshadow Deadpool’s irreverence to Superhero norms. For those unfamiliar with the Deadpool brand, these Valentine’s Day posters would also be suitable on April 1st.  This tongue-in-cheek campaign succeeds by appealing to fans of the franchise who are in on the joke, while sparking curiosity in the minds of unassuming others.

Original Movie Poster:

Valentine’s Day Movie Poster:

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William Joseph CommunicationsWednesday, August 23rd, 2017 at 10:54am
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Some brand extensions seem natural - like Clorox extending their product line from bleach to household cleaners. However, others reach just a bit to far (we're looking at you, Hello Kitty beer) and fall flat. Check out our latest blog post, where we list some of out-of-place choices by some of the most beloved brands, and explain why the product was a flop.

http://www.williamjoseph.com/blog/five-puzzling-brand-extensions/
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