• by Tanya Gazdik , February 7, 2018

Teleflora is inviting all love-stuck New Yorkers to come to Times Square for an activation larger than life. 

Just in time for Valentine’s Day, the brand is empowering secret admirers to go overboard in showing off how they really feel. The massive call to action is part of Teleflora’s ongoing “Love Out Loud” campaign, encouraging people to share love.

Starting today, Teleflora is inviting consumers with a secret crush to come by New York’s Times Square and publicly declare their love on a huge billboard. Teleflora will create a pop-up film set and romantic’s corner where participants can craft a courageous video message confessing their secret love. The video will then be transmitted in real time on a giant Times Square billboard.

After taking the leap of faith, participants will be able to share their love declaration video on social channels with the #LoveOutLoud campaign hashtag to their social channels.

The concept was created by The Wonderful Company’s in-house creative team, Wonderful Agency, led by Chief Creative Officer Darren Moran and Executive Creative Director Amber Justis. The activation will be further amplified through a national television integration with “Good Morning America” today and a local iHeart radio partnership.

The “Love Out Loud” campaign concept first came to fruition this past holiday with Teleflora’s “Wall of Love,” a custom, 50-foot wide and 8-foot high floral wall filled with 1,000 handmade floral bouquets as a symbolic outward expression of love, Justis says. 

“At its core, our ‘Love Out Loud’ campaign is a rally cry to overshare and a call to arms to stop holding back, to take a risk, and go beyond the expected when sharing your love with others,” Justis tells Marketing Daily. “Whether it’s romantic love, friendship, a family tie or just an important person in your life, now is the time to say how you feel and love out loud.”

The “GMA” segment will incorporate live footage of the activities in Times Square, capturing the pop-up film set, the billboard declarations and the excitement on the ground, Justis says. In addition, the segment will profile a couple whose union was made possible only because of a risky declaration of love, further bringing to life the sentiment and meaning behind the campaign. 

GMA will encourage those in the New York City area to come to Times Square, while viewers at home will be invited to share their “Love Out Loud” this Valentine’s Day by sending a Teleflora bouquet.

Selected video declarations will be repurposed to create a series of captivating vignettes that will continue to run in the Times Square billboard until Valentine’s Day.

“A declaration of love can feel intimidating, but with our pop-up film set and the help of our talented writing team, we are helping participants craft a heartfelt and courageous video message that will give their secret love a powerful voice,” Justis said.