This year, Valentine's Day fell on match day. Not a good thing for Britain’s most diehard football fans. Fortunately, we had a plan. To get Britain's football fans off the hook with their women, we created a website where, with the help of the hardest hooligans in Europe, they could reach out to their girlfriends and wives with one of the world's cheesiest love songs. At the peak of activity on February 14th, Twitter, Facebook and YouTube were alive with dedications of the Puma Hardchorus belting out Savage Garden's “Truly, Madly Deeply,” proving that love really can conquer all.

The Hardchorus was successful beyond anyone’s expectations. What started with a brief, small, targeted media buy around Valentine’s Day is still resonating months later. To date, the Hardchorus video has over 15 million unpaid views, has been covered in TV news programs around the globe, making the members of the Hardchorus Internet celebrities. Sales of Puma Football Apparel jumped a remarkable 27% in the month of February alone, and hundreds of homemade Hardchoruses have popped up in countries from Siberia to Spain. The Hardchorus put love out there and the love was returned tenfold.

The Hardchorus launched one day before Valentine’s Day and took off immediately. The video was spread virally on YouTube, Facebook and Twitter and also ran on television during the game. From the beginning, the campaign ran perfectly to plan and has now taken on a life of its own, as homemade versions of the Hardchorus are popping up all across Europe. The campaign was created as a one-off, but is turning into a yearlong lovefest.

We achieved 15,000,000 views and counting across hundreds of sites. The videos were passed on as love letters over 65,000 times. The site created to host the videos racked up over 1,000,000 visitors.