Love is always different at Galleria Stara Zagora and Galleria Burgas

Valentine’s Day is not just a holiday, it is an emotion to be experienced. An emotion that needs to be expressed and shared. Nowadays, it is becoming more and more difficult to overjoy the person you love – restrictions, social distance, and all the obstacles on the way to conquering the heart. However, we must not forget that everyone deserves to feel the spirit of love. Why? Because love is that magical force that makes us better people. Her palette of shades is rich – sweet, bitter, salty, passionate, strong, giddy, adventurous, friendly, funny, romantic, deep… and whatnot. Love is always different!

We were looking forward to doing a larger campaign on the occasion of St. Valentine. Our favorite clients – Galleria Burgas and Galleria Stara Zagora sent us a brief for Valentine’s Day. Over the years we have gone through many different campaigns and ideas together. This time, however, it was a challenge for us to come up with something to break the stereotypes. Something that is really different and at the same time pursuant to the epidemiological situation in the country. Restrictions and unknowns did not scare us and we dived into romantic creativity.

In the following lines, you will read how we developed our idea and created a sweet love campaign that won everyone’s hearts.

Insight

Love is always different, and that’s why it’s worn out to show it through the same gifts as a romantic dinner, a box of chocolates, or a luxury piece of jewelry. Based on this insight, we guessed that letters remain the most personalized and romantic way to express your feelings in an original way. And so the main concept of the campaign was chosen. Did you know that love letters used to be sent by pigeons? They arrived much more difficult and slow to their recipient, and lovers couldn’t wait to open the message from their beloved. Well, luckily for us, everything can now be done with one click. So we even took into account the covid situation, since our campaign did not require a physical presence in the mall.

Easy, exciting, and above all with a personal message. Galleria Burgas and Galleria Stara Zagora fell in love with the idea and couldn’t wait to see the final result.

Creative

The insight was now ready and it was time for the sweet part, namely the design. We created personalized valentines through which users could express their love. We have created three E-cards – for those with a sense of humor, for those with butterflies in the stomach, and for those with a thrill in the heart.

Mechanics

We wanted an easy and fast mechanic to make it easy for users. So we put everything together in one sweet and romantic landing page. Our E-cards were one click with love. The steps were easy:

• You choose which one best suits your loved one and describes your relationship;
• You complete the selected design with your personalized message;
• You share your love work with your beloved one – just one click away, on any social media,  that you want.

Are you dying to see all e-cards? Check out the landing pages here – Galleria Stara Zagora and Galleria Burgas.

The magic of love completely captured us and we made cute videos to recreate the emotion even more.

The Results

The campaign started a few days before Valentine’s Day and within hours it was a huge success. The comments kept pouring in, and users even pre-sent their personalized messages to their loved ones. Galleria Burgas and Galleria Stara Zagora were so pleased that they didn’t want the campaign to end. Love was everywhere.

We have successfully completed another campaign. The emotion was indescribable.

But the wave of love does not stop here… Creativity captured us powerfully and on the occasion of St. Valentine’s Day we made a game with which we wanted to engage users even more – a love quiz, again inspired by our slogan – “Love is always different”. The game was transferred to a landing page, and by following the questions in the quiz, users reached the end result – which famous couple their relationship resembles. All they had to do to participate in our game was to comment on the Facebook post about the couple they got.