To ring in the season of love, Fnp.ae, an online flower and gift delivery brand in the UAE, has taken over Abu Dhabi and Dubai with a simple message: ‘Gift it like you mean it’.
The campaign takes the comedic route. A couple is seen exchanging gifts on a Valentine’s Day date. The woman in the campaign is overjoyed as her partner hands her gift after gift. The frame then cuts to reveal an FNP.ae employee handing him presents in a never-ending Mary Poppins-esque manner.
On digital-out-of-home screens, the short film then cuts to a call-to-action that says: “This Valentine’s, create your own rom-com moment.”
The multi-channel campaign aims to leverage Valentine’s Day as an occasion for fnp.ae to drive seasonal visibility and demand. This includes multiple activations and several OOH placements in high foot-fall areas in two major cities in the UAE.
The 360-degree campaign includes the roll-out of billboards – both digital and static digital billboards in Abu Dhabi and Dubai. Approximately one hundred digital-out-of-home screens have been booked to run the campaign across neighbourhoods such as CityWalk, JBR and Bluewaters.
FNP said these areas have been strategically chosen to reach people spending leisure time, specifically families and visitors in a relaxed mindset. The idea behind this strategic roll-out is that the Valentine’s theme aligns with togetherness and sharing love. Therefore the campaign’s message aims to land naturally to those more likely to action a purchase through FNP.
The campaign has also been taken live across radio, digital, CRM and social media. The gifting platform has collaborated with 18 influencers across micro, macro and celebrity tiers to extend the campaign to consumers in the UAE.
The campaign was launched in the second half of January and will run-through till February 15. Creative agency Trivium was behind the campaign’s development and Hikaya was tapped for media buying.
