Popular songs carry a lot of meaning, especially when they start playing on the radio at the perfect moment. They evoke all the emotions and remind of us someone, or something, important. It’s in these moments, when emotions are at their peak, that we wish we could do something more… ASAP. NetFlorist wanted to harness the power of these songs and the strong, yet fleeting emotions people get from them, to get them buying same-day delivery gifts. But the rights to use these songs in your ad is expensive – especially 13 of them. And while we’re SA’s largest online gifting service, we’re not that big. So we didn’t use the songs in our ads. We just placed cheeky messages from Harold, radio’s most recognisable voice, immediately after 13 ‘love’ and ‘apology’ themed songs across several stations. Each 10 second ad spoke to the specific song before it and advertised our same-day delivery service to the listeners while they were at their most vulnerable.
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