Fnp.ae, an online flower and gift delivery brand in the UAE, has revealed the strategy behind the success of its ‘Create Your Own Rom-Com Moment’ campaign, which marked Valentine’s Day and went live through the month of February across the UAE.
The campaign was rolled out across digital-out-of-home (DOOH) billboards, print media, digital screens, social media channels and over the radio.
While a normal Valentine’s season in the UAE is a crowded territory, where discounts multiply, florals flood the market, and brands compete in a predictable chorus of red and roses, Fnp.ae chose a different route in 2026.
Rather than shout louder, the brand orchestrated fully integrated, cross-emirate media performance — transforming a seasonal promotion into a cultural moment that felt immersive and impossible to ignore.
The ambition was simple: Get people to participate and create their own Rom-Com moment. But in order to do so, the media plan itself needed to feel like one.
The FNP.ae media strategy: From awareness to atmosphere
The media architecture was built to ensure Fnp.ae was encountered across every meaningful touchpoint in the lead-up to 14 February.
High-frequency commuter routes, premium lifestyle districts, front-page print, cultural publishers and live radio were synchronised to create a seamless narrative across the nation.
In a month defined by sameness, Fnp.ae wrote its own script and ensured the entire nation watched it unfold. Across the UAE, consumers encountered a consistent, cinematic narrative that elevated Fnp.ae into challenger-brand territory.
Huzefa Siamwala, Founder and Head of Brand Partnerships and Media Solutions, Hikaya, says: “By synchronising OOH dominance, print authority, digital precision, publisher credibility and live radio theatre, Fnp.ae achieved something rare during Valentine’s: memorability. In a month defined by sameness, Fnp.ae wrote its own script and ensured the entire nation watched it unfold.”
The Valentine’s season campaign rollout
Abu Dhabi bridge DOOH
A series of high-impact bridge banners across the capital ensured relentless frequency embedding the campaign into daily commutes.
Fnp.ae on Dubai VIP digital network
More than 90 premium digital screens across City Walk, JBR and Bluewaters Island targeted affluent, high-footfall zones — commanding attention where purchase intent peaks.
Fnp.ae dominates the front-page through print and cultural publisher takeovers
Front covers in Gulf News and Khaleej Times elevated Fnp.ae from seasonal advertiser to headline brand.
Additionally, strategic integrations with Lovin Dubai, Curly Tales, Social Kandura and Gulf Buzz ensured scroll-stopping dominance. Editorial features in Time Out Dubai and What’s On reinforced authority — guiding consumers toward the right gifting choice.
Radio as real-time theatre
On Channel 4 and Radio 4, competitions and live activations turned listeners into protagonists at City Walk with takeovers by RJ Alana Wallace and RJ Bhairavi Prakash amplified the rom-com narrative beyond airwaves into lived experience.
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All in all, the ‘Create Your Own Rom-Com’ campaign not only uplifted brand sentiment, recall and loyalty through the month of February but also resulted in sales uplifts.
CREDITS:
Brand: Fnp.ae
Campaign name: Create Your Own Rom-Com Moment
Creative agency: Trivium
Media agency: Hikaya
