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Exotica Flower Shop: Valentine - make a move
Cannes Creative Lions, Creative Effectiveness Lions, 2011
In Lebanon, it is a well-known fact that women outnumber men. With this campaign, Exotica, Lebanon's leading flower shop chain, tried make a real difference by trying to help every single woman secure a Valentine.
In Lebanon, it is a well-known fact that women outnumber men. With this campaign, Exotica, Lebanon's leading flower shop chain, tried make a real difference by trying to help every single woman secure a Valentine. The campaign - based around a lovelorn woman, Ivy - was highly integrated, establishing a very strong brand presence, and connecting with the target audience on several platforms: outdoor, social media, ambient and DM. Amusing adaptations of the campaign popped up on Facebook. Women also came together on Valentine's Eve in personalized "Miss" title to march in the bar district. Exotica's flower sales increased 21% YOY. The company was also contacted by leading press publications and TV stations, resulting in free PR coverage. The campaign was critically acclaimed by the blogging online community; the blog, ivysays.com got an average of 1,200 views a day, in a country with only 400,000 high-speed web connections.
Teleflora: America’s Favorite Mom Promotion – Mother’s Day 2008
Effie Worldwide, Silver, Retail, Effie Awards 2009
With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales.
With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales. Mother’s Day, the single largest holiday for the floral industry, celebrated its 100th anniversary in 2008. A multimedia, multi-platform promotional event was created: Teleflora Presents America’s Favorite Mom. Culminating in a primetime television special on NBC, the event made an emotional connection with consumers, differentiated the brand from the competition and increased product sales by 70%.
Evaluation of live test stories
Jan Enander and Lotta Holfre, ESOMAR, Retailing/Category Management, Dublin, Oct 2003
Systembolaget, Sweden’s alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited.
Systembolaget, Sweden’s alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited. Meeting and exceeding customers’ needs and expectations in the shopping environment is the most important key factor for success. Therefore a new store concept covering store layout, categorization of wine and beer and the product presentation on the shelf labels was developed. Before the decision on a nation-wide launch, two live test stores were set up and evaluated by customers and staff, which provided valuable information in order to refining the final concept and improving the implementation process.
Flowers and Plants Association - How not saying it with flowers grew a generic market on a limited spend
Nicole Rocheleau and Nicola Crumpton, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2002
2000-1 small budget campaign for the Flowers and Plants Association. Shows the importance of tracking to detect if a message is not working as intended.
2000-1 small budget campaign for the Flowers and Plants Association. Shows the importance of tracking to detect if a message is not working as intended. Market analysis showed opportunity to increase flower sales at other times of year than the peak occasions, by communicating that flowers should be a regular part of life. Initial magazine campaign worked well in PR terms but tracking showed that it did not translate into increased awareness and sales. The rational message was getting across, but buying was still tied to the emotional high spots. Method rethought: focus on flowers, and replace drip campaign in women's press with 6-week burst in underground posters in London. Result could then be tested against rest of country. The burst achieved good exposure. Awareness and interest rose. Discounted: distribution, promotions, point-of-sale, PR, price. Sales and unit share of mixed bunches increased in London, not reflected in rest of country. Evidence that increase came as intended from increased purchase frequency, mostly in multiples and probably as part of the main weekly shop, not from increased penetration. Estimate of incremental sales in London due to advertising, worth £843K.
Flowers & Plants Association
Nikki Crumpton, Account Planning Group - (UK), Silver, Creative Planning Awards, 2001
Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions.
Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions. Low budget campaign in women’s monthly magazines stimulated good PR. Silver winner, APG Awards 2001.
Interflora - Delivered straight to the heart
Rena Chatterjee, Account Planning Group - (UK), Silver winner, Creative Planning Awards, 1997
Interflora is an association of member florists. It is the best-known brand in flower delivery, having 93% awareness.
Interflora is an association of member florists. It is the best-known brand in flower delivery, having 93% awareness. For various reasons this was about to change, and Ammirati Puris Lintas devised a campaign (full-colour press ads and Interflora's communications) that targeted people who had never sent flowers before and focused on the emotional moment when someone unexpectedly receives flowers. It removed any doubts about the quality of Interflora's bouquets and succeeded in persuading people that sending flowers has a bigger emotional impact than they had ever dreamed, showing them just how touched people are when out of the blue they get a bunch of flowers. Delivered straight to the heart. The work broke late in 1996. In February, Interflora announced that they had their best Christmas sales period ever, with turnover increasing by 11% over the same period in the previous year. The number of Interflora outlets had fallen 5% over the same period, so the growth is even more remarkable.
Never underestimate the power of advertising: How advertising is helping to promote the giving of flowers
David Furnish and Katrina Michel, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1992
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.
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. The Flowers and Plants Association teamed up with Ogilvy & Mather to help them in a rapidly worsening economic climate maintain their double digit annual growth that their industry had enjoyed largely because of distribution gains made during the 1980s. 'Never underestimate the Power of Flowers' involved and moved consumers and tried to address consumer inertia by utilising superlite posters . It was extremely cost effective and was rolled out three times in Yorkshire.
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