Kleenex®, the UK’s leading facial tissue brand, encouraged London rail commuters to send a ‘Kleenex® Kiss’ to someone special at key London stations over Valentine’s Day weekend.
The innovative experiential campaign captured the heartfelt emotions of members of the public as it invited them to record themselves in a video booth at Liverpool Street (13th February) and London Waterloo (14th February) stations.
Taking its lead from the kiss, the most universal and personal sign of caring, a ‘Kleenex® Kiss’ is the gesture of kissing a tissue and giving it to a loved one. Over the weekend, the commuter’s personal ‘Kleenex® Kiss’ messages were uploaded to Kleenex.co.uk/kiss and sent to their special someone, whilst participants also received a free rose to take home for their loved one.
Alex Pickering, Head of Marketing, Kleenex® says: “Our goal is to build year-round usage by inspiring others to give a Kleenex® tissue to a friend or loved one every day as a gesture of care. Valentine's Day provides an occasion for us to demonstrate our warm and tender feelings for our loved ones. This Valentine’s Day weekend we will invite London commuters to proactively share their own Kisses to show they care. This is a notable step forward to encourage people to always have their tissues at arm’s reach, so that they can make these positive gestures every day.”
smp Ltd, who managed the activity and booked the media with JCDecauxLive, hoped the campaign would inspire the wider commuter audience to start sharing the care this Valentine’s Day. With the added personal touch to make the experience extra special, the first 4000 people to upload a Kleenex® Kiss will have the option to also send a limited edition gift box with their message.
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