2013 Winners & Shortlists

Execution

800flower Emergency Box: An Ambient Installation The Brand 800flower is a Dubai-based boutique florist targeting a savvy and ‘social’ crowd. They are focused on bringing back the tradition of giving flowers – with a modern twist. As Valentine’s Day approached, our task was to find an innovative way to make 800flower the number to call for flowers. Insight & solution Forgetting Valentine’s Day can be immediately threatening to a person’s health, property and environment! The solution? Themed ‘in case of emergency’ boxes containing bouquets situated in Dubai’s premier business hubs. The need for haste was emphasized by a strong call to action – stating simply “In case of emergency call 800flower” – thus targeting a time-restricted professional. Result The unusual placement and interiors of the boxes attracted engagement at all locations. Over a 10-day period 800flower benefited from a 300% increase in calls – with many customers starting the call with, “I have an emergency”!