Many men forget Valentine's Day. And once their girlfriend has made them aware that it’s Valentine's Day it’s too late. But this year, Interflora Denmark decided to give all men a second chance.

If you forgot to buy a Valentines gift you could buy one from Interflora and have it delivered the day after – together with a card saying that it’s Interflora's fault that the Valentines gift was delivered 1 day too late. The card explicitly explained that the man had ordered the gift many days earlier and was NOT to blame.

The men got to blame it on Interflora, and Interflora sold a lot of extra Valentines gifts – and it wasn’t even Valentines Day.

Everything in this execution was timed and targeted to reach only the male audience. We launched at male dominated sites and online magazines and with specifically targeted direct mails and Facebook ads. From there we let the men pass the news to their friends so we reached a big portion of Denmark's male population while staying almost underground.

Social media exploded with comments and shares, and we created the largest amount of laughing emojis in the history of Interflora.

Sales of the Valentine’s Day bouquet was up by 571%!

After the secret was out, the activity created nationwide media attention.