Last week, I headed to Covent Garden to meet my friend for lunch but got more than I bargained for; crowds of people by the Apple Market were admiring the unmissable installation set up by the British Heart Foundation.
In honour of National Heart Month, the British Heart Foundation set up steel cages in Covent Garden and Camden that spelled 'LOVE'. BHF encouraged couples all over London to declare their everlasting love for each other by writing a loving message on a metal heart and padlocking it to one of the cages for a minimum of £3.00 - with all proceedings donated to the charity - perfect for Valentine's Day! A perfectly planned campaign, don't you think?
Even a few famous faces took to the padlock pandemonium, including The Saturdays' Mollie King, Heart FM's Roberto and British model, Daisy Lowe.
I loved this campaign! It makes you want to get involved, especially as it's connected with charity; that integrated aspect allows consumers to feel they are doing something worthwhile and helpful. Campaigns that create a personal connection with consumers are always successful, such as Coca-Cola's 'Share a Coke' campaign - people can't wait to say, "I was there" or "I was a part of that".
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