Valentine's Day! The day that mailmen deliver extra letters, the day that you finally confess your secret crush, the day that your partner doesn't have to react surprised to a bunch of flowers or a clean floor ! But above all, the day that you as a brand have an excellent opportunity to express your love to your fans. To give them something extra, just because you love each other. Right?
Despite Valentine's Day not being really popular in the Netherlands, a number of brands are playing on love. I have listed the most striking hooks below, starting with an anti-Valentine's Day campaign.
Why celebrate love on Valentine's Day when it can be the other way around, the creators of Pleurop must have thought. The service is especially for everyone without a flourishing relationship. On February 14, Pleurop will help you break up with your soon-to-be ex-lover.
It is a campaign against the ້hotmail commercialism of Valentine's Day: “The Pleurop organization wants to promote the breaking up of relationships and Valentine's Day actually works against this.”
This year the service is only available in Amsterdam, but who knows if it is successful next year in the rest of the Netherlands? I can see a collaboration with Fleurop or Bloomon happening. They will also have to deal with dead withered flowers, a good way to prevent waste!
Matt Sleeps: Reverse Dating
Mattress startup Matt Sleeps is known for its fun activities. After the great success of The Hangover Bar last year (more than 500 million impressions worldwide), Matt is coming up with another fun activity this V-day: Bed Dates. It is a speed date evening in which 70 participants will start their date with a good conversation in bed. If it clicks, the matches will move to the bar to drink a cocktail together.
Bed Dates will take place at the Supperclub in Amsterdam on Thursday 2 March. There are 35 Matt mattresses waiting for participants looking for love. Registration is still possible.