Ammirati Puris Lintas has created a press campaign that does not
feature flowers to celebrate Interflora’s 75th anniversary.
The campaign is targeted at existing and potential customers. Each
execution focuses on emotions rather than showing the more obvious
bouquets.
One ad shows a photo of a couple torn in half, then stuck back
together.
The accompanying text reads: ’Sorry?’ At the bottom of the ad is the
endline which features on all the ads: ’If you feel it, we can express
it.’
A second execution shows three sentences made up of children’s building
blocks: ’You missed her first words. You missed her first steps. You
missed her first party.’ Underneath is the question: ’Guilty?’
A third execution shows a ripped-up learner driver plate accompanied by
the question: ’Chuffed?’
The ads were created at APL by the head of art, Peter Harold, and the
copywriter, Justin Rogers, alongside the creative team, Sarah Naughton
and Michelle Stewart. Media planning and buying is through APL.
The campaign breaks next week in national daily and weekend
newspapers.
In January, APL will launch a TV campaign which will be supported by a
variety of media including in-store posters, radio and other local store
marketing material.
Howard Park, Interflora’s head of communication, said: ’The campaign
researched extremely well with our customers, striking a real chord.
However, our important secondary objective is to motivate our member
florists and, despite not showing flowers, this advertising was
enthusiastically received at our annual conference.’
Susanna Hailstone, the APL board account director, said: ’The
appropriate creative expression of people’s feelings is at the heart of
Interflora, hence us focusing on emotions rather than the arrangements
themselves.’
