Never underestimate the power of advertising: How advertising is helping to promote the giving of flowers

During the winter of 1991 the people in Yorkshire were exposed to a generic campaign for flowers designed to prompt them into giving up their parsimonious habits and make flowers more a part of their everyday lives than ever before.
Agency: Ogilvy & MatherAuthors: David Furnish and Katrina Michel

Never underestimate the power of advertising: How advertising is helping to promote the giving of flowers

INTRODUCTION

This paper is about the marriage between a highly involving message and a highly impactful medium. The message is an unusual one, the uplifting nature of giving and receiving flowers. The medium is Superlites - close enough to the point of purchase to allow consumers to act on the message. During the bleak winter months of 1991, the good people of Yorkshire were exposed to a generic campaign for flowers designed...

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