Creative Execution

We invited fans to "say it with a love song" on Valentine's Day, by tweeting us their special message for a loved one, best mate or even a secret office crush with #IGALoveSongs. The best were passed onto our IGA songbirds and turned into personalised music videos and Vines in real-time. We shared the video back with fans minutes later, ready to be shared with their Valentine. It was a new and playful way of engaging fans and providing a useful and fun social service.

Talk of the campaign featured in numerous key publications - raising awareness, increasing conversations online and for the first time ever, more social mentions of IGA than its much larger key competitors, resulting in 500,000 impressions, almost 5,000 engagements and 425% increase to IGA’s YouTube channel, in only 2 days. The campaign got the attention of iconic Aussie children's band The Wiggles, asking us to cover one of their songs and even Twitter themselves got involved, sending us their own love song dedication on Vine, and later announcing IGA Love Songs as the best creative Valentine's Day campaign on Twitter.

It's Valentine's Day. Love may be in the air, but so is the marketing chatter with every brand in Australia competing to own the topic of romance. Without the budgets of its heavy hitting competitors and only a few days until the big day, we needed a simple and fast way to help IGA - Australia's local supermarket hero - cut through the noise and create a meaningful connection with its customers on Valentine’s Day.