The Flower Council launches £0.5 million integrated campaign with UM London
The Flower Council, the worldwide marketing arm of the cut flower and houseplant industry of the Netherlands, has selected UM London to launch an integrated campaign.
Worth £0.5 million, the campaign will span out-of-home, print and digital and aims to raise awareness of flowers as a special gift. The advertisements use male models to appeal to a female target market with digital out-of-home advertising planned across London, Birmingham and Manchester.
This will be supported by creative in Metro London and online videos across women’s lifestyle websites. Facebook will also direct users to a bespoke ‘Favourite Flower’ website, which hosts a short quiz where users can identify the flower which suits them best.
Carl Schoutsen from the Flower Council commented: “We’re confident that this fun and quirky campaign will appeal to people across both the UK and French markets we are operating in.
“The bold, digital outdoor sites together with the colourful creative will certainly show the flowers off in their best light, and will remind people of what a great gift they can be.”
Planning executive at UM London, Patricia Stevens, added: “We’re really excited about this unique and light-hearted campaign. Not only is the Flower Council using Outdoor for the first time, they are also embracing the latest digital formats – linking everything back to the Favourite Flower website.”
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