2010 Winners & Shortlists

The Brief

To distribute the product and have the brand interact with a new segment of the market. The target audience of the direct campaign was all young single ladies in Beirut.

Creative Execution

The method of promotion spoke directly to the target audience by having the high end product of Exotica’s flowers distributed in the streets of popular pubbing districts, cinemas and retail shopping areas. This allowed the brand to make direct contact with a younger segment that are not part of their regular clientele yet is very aware of the brand. The distribution was the beginning of a whole mechanism for the ladies to get a jump on finding their man, and making sure they have a date on Valentine’s.

Describe the creative solution to the brief/objective.

Around 10,000 roses were distributed to single ladies, every night during one week in the trendiest district. A girl could tell her future beau how she feels about him by giving him a rose of a certain color with a special meaning. He could then decode its color by checking the flower code on our website, and if successfully hooked, send her a bouquet of roses on Valentine’s in return. Flowers were thus given a higher purpose, becoming a form of communication, and a tool in the hand of every single lady.

Results

Our flower sales increased 21% more than last year’s Valentine figures. We were contacted by leading press publications and TV stations, resulting in free PR coverage. A social media expert blogged about the campaign as a successful case study. Engagement was high with 50 comments and 500 twitter and facebook mentions per day, the week preceding Valentine’s. We received countless thanks from recently hooked up couples.