1300 Flowers in Bloom across Australia
1300 Flowers have relaunched their brand with a combination of outdoor billboards, a television commercial and ambient activity.
Melbourne, Victoria (PRWEB) June 3, 2009 --1300 Flowers has relaunched their brand with a combination of outdoor billboards, a television commercial and ambient activity. While competitors tend to commoditise flowers, focusing on cutting costs and cheapening the flower, the new brand direction for 1300 Flowers is about building a position of celebrating the flower.
Leading up to Mother's day, 1300 Flowers began the brand relaunch with ambient advertising for PA Day, where they turned street lights and signs into flowers by attaching what looked like leaves on the poles in Sydney, Brisbane and Melbourne CBD areas. On one side they simply printed PA Day and on the other 1300 Flowers. The activity sparked interest from the key markets and helped with the lead up to Mother's Day.
For their outdoor advertising a series of unbranded billboards were put up in key locations around the Sydney, Brisbane and Melbourne regions. These outdoor campaigns came in two phases, the teaser and the reveal. For the teaser, flower illustrations of closed buds on wood grain backgrounds were displayed with no branding. After 4-5 days came the reveal, where the flowers in the illustrations bloomed and the brand was revealed. The billboards, managed by Ooh Media, received a number of calls when only the unbranded teasers were up so the campaign was successful in generating the interest it was intended to create. Once the flowers were revealed the ads beatified the space around them with the vibrant colours and natural ambience the illustrations bring. These elements helped communicate the new direction of celebrating the flower for 1300 Flowers.
The Television Ad for Mother's day celebrated the beauty of flowers by simply showing a lily and watching it bloom slowly throughout the ad. There was also a smaller flower in the ad, symbolising the mother / child relationship, the smaller flower bloomed later but more quickly than the larger flower. This was combined with music by Yazoo, "Only You" and the key messages revealed at the end - "Mum", followed by the new 1300 Flowers brand and website. The ads were shown in Sydney and Melbourne on Channel 9, encouraging viewers to send flowers in the lead up to Mother's day.
From all this activity 1300 Flowers has begun to bloom, seeing positive growth in the Sydney and Melbourne markets where the marketing activity has been strongest while their home state of Queensland continues to grow steadily. 1300 Flowers will continue to celebrate the flower in the future and continue to strengthen the brand across Australia.
About 1300 Flowers
1300 Flowers is passionate about flowers, working closely with local florists to deliver beautiful and unique flower arrangements. You can send flowers online at your own conveyance or by speak to an expert by calling 1300 356 937 Monday - Friday.
With hand-picked florists in major regions around Australia you will know the flowers you send are high quality and will bring joy to whoever receives them. Sending flowers last minute is ok too with same day flower delivery available if you order before 2pm Monday - Friday and by 10am on Saturdays.
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