Advertiser: BLOOMING FLORIST SDN BHD
Agency: OGILVY MALAYSIA
Category: Dimensional Mailing
Advertising campaign: FLYING SEEDS
Account Supervisor: Armand Adnan (Ogilvy Malaysia)
Agency Producer: Eric Yan (Ogilvy Malaysia)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Account Manager: Nizwani Shahar (Ogilvy Malaysia)
Account Supervisor: Jessica Funk (Ogilvy Malaysia)
Producer: Sunita Petrus (Superwonderful Films)
Designer: Lian Ee Wern (Ogilvy Malaysia)
Art Director: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Ramanjit Singh (Ogilvy Malaysia)
Art Director: Tan Chee Keong (Ogilvy Malaysia)
Director: Eric Yap (Superwonderful Films)
Agency Producer: Loo Seng Tuck (Ogilvy Malaysia)
Implementation
We created and packaged our Flying Seeds: which are tiny flower seeds with a coating of bird feed, and gave them for free with every bouquet of flowers purchased at our shop. We asked our customers and their friends to help our cause by feeding Flying Seeds to the birds around their neighbourhood with Flying Seeds. Birdfeeders were also placed around the city for birds to feed on.
Execution
The strength of Flying Seeds as a creative and original idea lies in a medium of advertising never done before. Bird Seeds. With such a simple seed, the idea spread fast and the results can be seen just about everywhere in the city. Blooming.com is in the business of flowers and it only helps that they remain relevant to flowers by supporting a worthy cause and doing something about it.
Outcome
In just 12 weeks into the campaign, beautiful flowers have already begun sprouting throughout the city, in the most unusual places and the environment is slowly but surely claiming back what the concrete jungle took from it. Bringing back the natural beauty of the city.
Client Brief Or Objective
Blooming.com wanted to reach out to new customers in a way that was relevant to their business of flowers. Kuala Lumpur, once known for its natural beauty, now has more cold concrete than green spaces. Blooming.com, an environmentally responsible flower company, wanted to change this, but only had a modest budget. We saw an opportunity in nature to help itself.