Cannes Lions

NETFLORIST: ACTIVATION

FCB CAPE TOWN, Cape Town / NETFLORIST / 2016

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Overview

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Credits

OVERVIEW

Description

If South African men could see that flowers are a powerful gift, bringing joy to the person who receives them, they’d send them more often. The Netflorist Happy Cam demonstrated to men just how good it makes someone feel when they receive a bunch. Hidden cameras designed to fit into the delivery people’s caps filmed the recipient’s reaction. If a Netflorist customer clicked the Happy Cam button on the website, their delivery would be filmed. The videos were sent back the sender, and they could see the power of their bunch of flowers for themselves.

Execution

For one week, an online campaign on men’s-interest websites offered people the opportunity of seeing the reactions of their loved ones upon taking delivery of a bouquet of flowers. Traffic was directed to the Netforist website. Here, orders for the Happy Cam were collected. Hidden cameras were placed in the caps of Netflorist delivery people, and for orders requesting Happy Cam, the delivery was filmed. Once the videos were complete, they were emailed back to the senders.

Outcome

Over 30% of Netflorist customers requested Happy Cam along with their orders. As one of their most successful campaigns to date, Netflorist plans to run the Happy Cam promotion annually.

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