We know agencies are always brimming with creative ideas. Proving us right is the team at M&C Saatchi Indonesia which was busy coming up with a way to show love for their clients over Valentine’s Day. The result? A mixed-tape of sorts on Spotify where a love letter is assembled using song titles.
Emailers with the link to the playlist titled “Brutally Madly Deeply” was personalised and sent to each of the 16 brands the agency has. The agency also disseminated the news via client WhatsApp groups, LinkedIn, Instastories and Facebook Stories.
According to Anish Daryani, founder, president director of M&C Saatchi, the agency has since received very high organic engagement on its social media channels as well as phone calls, texts and emails from clients expressing their love for the idea. He added, “Business usually can become mundane, and deadlines, workload, pressure and such can leave both our client and agency teams in a cold place. So we decided to reign in some warmth by expressing our true feelings for our brands and clients on Valentine’s.”
This was with the objective of building a more endearing customer experience for our clients. Changing the transactional nature of our business to something more endearing, human and emotional.
Consisting of 44 song titles, the playlist reads, “Dear love, my beautiful and perfect one, on this special day, I want to tell you a secret. When I see your face, my heart skips a beat, my soul left me for the first time. If loving you is wrong, I don’t wanna be right. Even when the sky is fallin’, I’ll always be the air in your atmosphere. If you’re down for something crazy, tonight let’s have a baby and you can name it campaign, because I think about you day and night, like copywriter think about headlines. With love, ur soldier of love, Saatchi.”
The personalised emailers sport tongue-in-cheek visuals. One for drug brand Bodrexin said, “You are the cure to my love fever”, while another for a cider brand reads, “Strongbow, my real, natural love, I’m apples about you!”
According to Daryani, the team took a couple of days to pull off the unique Valentine’s Day greeting.