Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: FLOWERS.NL
Product/Service: FLOWERS
Agency: PUBLICIS
Executive Creative Director: Marcel Hartog (Publicis)
Executive Creative Director: Jeroen van Zwam (Publicis)
Copywriter: Jeroen de Korte (Publicis)
Art Director: Marco Sluijter (Publicis)
Editor: Ted Alkemade
Editor: Joost Olsthoorn (Publicis)
Editor: Francisco Rodriguez Bouzas (Publicis)
Media placement: Viral Video - You Tube Etc - 13-02-2012
Describe the objective of the promotion.
14 February, Valentine’s Day. The day most men consistently forget to buy flowers for their loved ones. Online flower delivery shop Flowers.nl wanted to do something about that.
Describe how the promotion developed from concept to implementation.
How to get men to remember to buy flowers this year?
By bringing in a very persuasive promo team.
On 12 February, we visited shopping malls all over Amsterdam with a couple of very intimidating looking men as our promo team. Whenever the team spotted a couple, they walked up to them and got them to stop. Then they simply handed the man a flyer from Flowers.nl along with a few kind words of advice:
'Valentine’s Day is only 2 days away. Don’t forget it.'
Explain why the method of promotion was most relevant to the product or service.
The tagline of Flowers.nl is 'Don’t forget'. So we wanted to make clear that men should remember to buy flowers for their loved ones this Valentine’s Day. Approaching men personally was the best way to get our message across. We took our Persuasive Promo Team and we visited multiple shopping malls to hand out flyers to couples. With their intimidating approach, the message 'Don’t forget to buy flowers at Flowers.nl' was made extra clear to the approached men.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The men that were approached definitely remembered to buy flowers for their loved ones this year. Over 900 bouquets were ordered online in the 2 days before Valentine’s Day, a doubling of sales compared to last year.