Company

Moonpig is one of the UK’s leading online greeting card and gifting brands, helping people celebrate life’s moments through personalised cards, flowers and gifts.

Valentine’s Day is one of Moonpig’s most important retail moments of the year; a short, high-intent window where emotional connection directly influences purchase behaviour.

For 2026, Moonpig wanted to move beyond traditional out-of-home advertising and create an experience that didn’t just display messages but invited real participation.

Challenge

Valentine’s Day campaigns are typically broadcast-led. Traditional OOH builds visibility, but rarely invites interaction or captures measurable engagement. This leaves commuters as passive observers.

Moonpig wanted to change that, so they set out to:

• Bring the emotion of Valentine’s Day into the daily commute

• Turn OOH into a participatory experience, not just a display

• Capture real, opted-in engagement and first-party behaviour

• Make real people feel part of the brand moment – not just exposed to it

• Keep interaction simple enough for a fast-moving commuter environment

The challenge was clear: transform high-footfall Underground attention into frictionless, brand-safe participation, within seconds.

Solution

Moonpig partnered with Amondo and Global to convert premium OOH inventory on the Elizabeth line into a live, participatory Valentine’s Day experience.

Rather than running a static campaign creative, Moonpig invited commuters to become part of the campaign itself.

Turning commuter attention into participation

Across Global’s digital OOH locations, screens displayed QR codes encouraging commuters to share their own Valentine’s messages and photos.

Scanning the QR directed users to an Amondo-powered submission form. Messages were captured instantly, moderated by Amondo’s curation team and approved in line with Moonpig’s brand guidelines before being published live.

Approved love stories then appeared across OOH screens, replacing one-way advertising with real messages from real people. In a traditionally passive medium, commuters became contributors, all thanks to Moonpig.

“This Valentine’s Day, we wanted to bring a little joy to commuters by celebrating real love stories through our Tottenham Court Road takeover. Featuring genuine messages from real people, the campaign puts all kinds of love centre stage. We’re excited to bring it to life with Global and Amondo.”

Rachael Halliday, Marketing Director, Moonpig

Extending the experience across social

Moonpig also amplified the activation across its own social channels, including Instagram Stories, encouraging followers to submit their own Valentine’s messages via the same Amondo form.

This expanded the campaign beyond OOH, linking physical attention with mobile interaction and owned social reach.

Results

The Valentine’s Day activation transformed OOH visibility into measurable, first-party participation during a peak retail window:

• 44% of submissions were driven directly from OOH QR scans

• Real, opt-in engagement was captured from commuters submitting content

• Social amplification extended participation beyond the London Underground network

Moonpig transformed high-footfall OOH exposure into active participation, increasing brand consideration during a critical retail window.