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What do men think about every 6 seconds? That’s right. Football. The English Premier League, to be precise. Guys also love taking a dig at their mates when their team loses. Netflorist, South Africa’s biggest online florist, decided to take advantage of this.

Introducing Bouquets for Bros: A selection of commiseration flower arrangements designed for blokes to tell their mates just how sorry they are for their loss. Not.

We built an AI tool that linked up to the live scores of every Premier League match being played. As the final whistle blew, the tool automatically created a unique banner featuring the game’s score. And scraping Twitter for the most relevant hashtags, immediately hijacked the heated Twitter football conversation, in real-time. And the more heated the conversation, the more banners there were.

Digital commiseration bouquets, hyper-targeted the winning teams’ supporters – spurring guys on to send real ones to their friends in mourning.

All of this pushed to the Netflorist website, where guys could choose from an array of bouquets and add a “touching” message. And the kicker, they could do it in their team’s colours.

With a 22% increase in sales, Netflorist managed to turn every loss into a win.