We don’t have to wait for special occasions to love somebody, but sometimes they do encourage us to express our feelings. The time around Valentine’s Day is just perfect for crying out loud how much you love someone, and maybe inspire public to do the same. As part of its ‘Real Beauty’ campaign, Dove has come up with a traditional, but still lovely solution ahead of the V-Day. The brand hosted the JCDecaux large-format Transvision screen at Victoria Station in London , which has around 350,000 commuters daily,—for seven days until February 19 it will be asking people to answer simple questions about beauty and affection, and the replies will be posted on the screen.

Photo: Dove Tweet Screen at London’s Victoria station, www.campaignlive.co.uk

To get your answer displayed, one is to send it via tweets with the #DOVELOVE hashtag, by SMS DOVELOVE to 60002 or via the Dove Facebook page. Each day, the brand will be asking public to share their thoughts on a range of questions: on Monday, it was ‘What makes you feel beautiful?’, and yesterday, on Valentine’s Day, it encouraged public to share some intimate information by answering the question ‘What do you love about your Valentine?’, and will also ask the public to say ‘What puts a smile on your face?’. The approach of showing user-generated data (messages or photos) have been used by a range of brands in a variety of campaigns including LG with the positive news billboard in NYC or Corona Light with its interactive billboard featuring Facebook users’ photos.

“We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute. We look forward to seeing Londoners’ reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station,” shared Unilever’s Jocelyn Hsieh, Senior Brand Development Manager on Dove Global. The campaign was created by Billington Cartmell and was booked by Kinetic and Mindshare.

Last year, the hilarious Dove Campaign Real Beauty positioning, first unveiled eight years ago, was said to be replaced by the Dove Body Language marketing initiative, but apparently it lives on.