Music carries a lot of meaning. They evoke all the emotions and remind us of something or someone. It’s in these moments that we wish we could do something more.

NetFlorist wanted to harness the power of these songs and the fleeting emotions, to get their audience to buy same-day delivery gifts. But the rights to these songs are expensive…So, we didn’t use the songs in our ads. We just placed cheeky messages immediately after ‘love’ and ‘apology’ themed songs on national radio.

Innovating media buying and placement, we worked with broadcast managers to create bespoke radio advertising placements. Using their playlist for the week, we tailored each 10 second radio ad to speak to specific love and apology songs. These ads ran at the end of these songs, hitting the station listeners right in the feels.