3 Valentine's Day marketing stunts that stole our hearts

Valentine's Day might be over, but that didn't stop us from loving some of these campaigns we saw brands create. Amidst a sea of campaigns and content, we shortlisted three that made us cynics in the newsroom go "Cool!".

First on that list is the beloved Singapore national carrier Singapore Airlines. The airline took an unconventional approach to set the mood right for lovebirds with its very own curated playlist on Spotify. The playlist has 15 songs such as "Just You and I" by Tom Walker, "Marry Me" by Meghan Trainor and Whitney Houston's classic "I Will Always Love You", among others.

Singapore Airlines also took to Facebook to amplify the awareness of this new initiative with a link to the Spotify's playlist, which saw several netizens expressing their love and gratitude for the airline's services and staff.

While the move was not a new one with the likes of Netflix and Disney beating the national carrier to the punch earlier this year, we were still excited to see Singapore Airlines get creative this Valentine's Day.


Singtel also decide to get sweet this Valentine's Day with its very own ice cream flavour. Partnering up with Singapore-based ice cream brand Udders, the Singtel team created a "love-me-mo" blue pea vanilla ice cream to give away free scoops to GOMO customers. GOMO is Singtel's all-digital mobile product, in a bid to attract the digital natives and Millennials.

The telco also opened up free scoops for all medical professionals as a token of appreciation for their hard work in this trying period. Singtel has yet to respond to Marketing's queries. Singtel, much like Singapore Airlines, seems to also be taking a page out of Netflix's book where it partnered Ben & Jerry's for a Netflix & Chill’d flavour, with the tagline “Just like Netflix.

Whatever the inspiration might be, we are totally scoopin' it.

Pizza Hut Malaysia

Meanwhile, Pizza Hut Malaysia also got us excited (and hungry) in the newsroom with its cheesy new move this Valentine’s Day. The team decided to express their “love” for fellow F&B outlets and competitors with a new heart-shaped pizza, Pizza Heart. For fellow pizza chain Domino’s, locally nicknamed Domeeno, Pizza Hut wrote in the note: “Dear Domeeno, my lovely neighbour. Greeting from us at Pizza Heart. Specially made with love and no hard fillings!”

KFC’s note was slightly more playful, saying: “Dear Kepci, I know you love pizza. But ‘Chizza’ is not Pizza. Here is a Pizza Heart with love from us. We belanje.” KFC previously created the Chizza which combined fried chicken and pizza. Pizza Hut also sent some love out to McDonald’s with a warm message: “Dear Mekdi, your burgers are cool. But don’t be a chiken ah. Give this new Pizza Heart a try. We heard Everyone’s Lovin’ It.”

This resulted in other brands chiming in and playing along. Love and friendship were totally in the air!