Dr Mumbo

Cards, mixtapes and hampers. It’s Valentine’s Day in adland

Screen Shot 2016-02-12 at 8.44.43 amThe media industry loves a cheesy gimmick, and there’s nothing cheesier of more gimmicky than the biggest of all the ‘Hallmark Holidays’, Valentine’s Day.

Dr Mumbo understands the “recently single” Daily Mail Australia (DMA) is one media brand trying to spread the love today, sending out Valentine’s Day cards to media agencies where it addresses head on its recent break up with Nine Entertainment.

The card acknowledges the break up, telling agencies: “You probably saw the news. I’m recently single but don’t worry it was mutual, we had just grown apart.” 

At the time of the separation there were reports that the breakup was caused by frustrations around a lack of local ad sales by Nine, but in the true spirit of the newly single DMA is putting a more positive spin on things. 

The card goes on to note how: “We’re happy for each other to see other people and I would love to know more about you.”

Perhaps the Mail should get together with media agency Maxus, which has considerable form in Valentine’s exploitation, having previously taken out classified ads and a full-page ad in newspapers to pay homage to its clients.

This year it’s gone retro, but in a digital way, creating a mix tape for the industry on Spotify.

Screen Shot 2016-02-12 at 9.08.52 amAmong the songs on the mix tape are hits like “Call Me Maybe”, “Kiss Me Thru the Phone” and B52s classic “Love Shack”.

It’s also sending out personalised hampers stuffed with chocolate and nuts.

Next year Dr Mumbo is expecting to see someone take the stunt to another level and launches a dedicated Tinder-style app for the media industry.

Here’s the Daily Mail’s Valentine’s day card in all its glory: DMA2

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