MOVO is—or at least should be—everyone’s favorite, non-judgmental wine spritzer brand.
The Idea: On a Valentine’s Day after the loneliest of the lonely years, we’re all gonna be tempted to send a text we might regret to an ex.
So, to give people the support they need, we encouraged them to text MOVO instead—and gave them free wine when they did.
AD: Gideon Virgadamo
Agency: MONO
The idea was for people to replace their old booty call with us. So naturally we made our SMS keyword “U UP?”
We secured an SMS shortcode, and once people texted us (and once legal had commandeered half the character limit) they were pointed to a rebate site.
To launch the activation, we made a PR push and announced the promotion on MOVO’s Instagram Story. For that, I had fun writing a love poem and imaginging some extra-cringy texts for a tap & hold game.