Latvia's (and not only) gas station chain Circle K invests a lot of work to improve its services and customer experience. To tell this story we created something hard to ignore – a love ballade for Circle K customers.

What we didn’t see coming was a viral hate response about an accident with safety poles at gas stations that became huge on social media.

(Circle K is a global gas station chain that constantly improves it's services and appearance. Cares for it's employees and customers. A lot! You can find Circle K stations in Baltic countries, Poland, Denmark, Canada and other.)

To turn this spreading hate into something good we responded to complaints with more love. We wrote another love song and fixed the issues with safety poles by making them more visible.

The strategic approach was to play along. Create something good out of this small crisis that was spreading on social media.

The main criterion was to act fast. In 24 hours, we wrote a new song, created a solution for safety poles, filmed it, and published the song online.

Love and hate response was trending on social media for a week. Activity managed to reach 1.5 million people. Lots of likes, comments, and shares. We got noticed and gained even more recognition because we showed that we care about our customers and take action immediately!