Interflora and Surprise Surprise

Interflora embraced the concept of Surprise Surprise in a high-impact contextual campaign, and showcased the power of flowers to create a magical surprise. The partnership was enhanced with licensed flowers, product placement and talent endorsement.

 

Challenge

Help Interflora to grow share of flower buying occasions and showcase the difference you can make by giving premium flowers to say ‘you’re brilliant’, ‘well done’, ‘I love you’ or just ‘thanks’.

Insight

Even thoughtless ‘they’ll do’ flowers bought for a couple of quid from the local petrol station get a reaction.  Not a big one but too often it'll do.  Britain was sleep walking into short changing deserving flower recipients and missing out on the magic of seeing someone really special receive something really special.

 

Idea

Showcase the magic moment of surprise you can only get from really special flowers.

We brought Interflora together with Surprise Surprise as Official Flower Partner for the new series.  And we enlisted one of the show’s presenters, Mark Wright, to deliver 8 special Surprise Surprise bouquets to 8 special recipients – which we filmed and showcased in every contact point they had including each week during the show.

Implementation

Interflora’s campaign to find someone special to receive a Surprise Surprise bouquet was activated on air, in social media, in store and in online retail points. 

In all we attracted 20,000 entries – each with their own story.  Working with our show researchers we whittled this down to 8 special recipients who would receive the ultimate surprise from Mark Wright.

Each Surprise Surprise bouquet was hand delivered by Mark when they least expected it and the incredible reactions caught on camera.  Each week of the show we then showcased these deliveries in the ad breaks and implored viewers to come back next time to see another special surprise.

 

Results

On top of the main TV spots we also created additional length content, for Interflora to host on their online platforms, featuring the recipients talking through their reaction and the reason they had been suggested for a surprise. Surprise Surprise branding was also featured prominently across all retail and communications touchpoints to showcase the association and celebrate special flower giving moments. 

Finally the Surprise Surprise bouquet featured in the ads was made available to buy in retail.