YCN INTERFLORA.
THE BRIEF.
Why YCN & Interflora?
I have chosen to enter the YCN student awards again this year, submitting a resolution to the Interflora brief. I was attracted towards this brief for both personal and design reasons. Floristry is something I enjoy out of university, and so my personal interest in the subject will help to inject some passion into the brief. I also picked up on the fact that the creative challenge is to create a campaign aimed at young adults. I recently produced a chocolate campaign that worked to find new ways of communicating with consumers, for this I produced a short video that could be distributed online. This would be a perfect way to contact young adults, and in consequence can further help to improve my basic skills in after affects.
Dissecting the Brief:
Interflora are a well recognised company with an 86% consumer awareness.
Interflora are an established branding giving their floral expertise to the public for the past 90 years.
They sell and deliver flowers across 140 different countries via online, telephone and in store purchasing.
Flowers are availible from £19.99 including delivery.
'Interflora are the flower experts'
They strive to add a personal touch.
They aim to WOW! customers.
The demographic for Interflora are those with high household incomes, live in suburban/ rural areas, and are 26-55.
Age concern introduced Grand parents day in 1990 in the UK.
They want to extended the invite of purchasing flowers from grateful mums to young adults whom don't see their grand parents as much as they would like or live far away and only visit a few times a year.
Aim: Drive brand awareness amongst younger consumers.
Interflora:
- Connect on a personal level.
- Are genuine.
- Are confident.
- Are passionate.
- The campaign demonstrate at least one of the brand values (Brand values).
- Say it the Interflora way.
- Follow the 12 rules.
Interflora:
- Communicate in first person as this is friendlier.
- Communicate in the present tense, no use of will/can.
- Are positive.
- Are demonstrably knowledgable (enthusiasm in speech, imagine florist speaking).
- Are friendly and flexible (do bespoke flower orders).
- Are not overtly formal.
- Are not young and trendy (Focus on heritage with almost 100 years experience)
- Humour does not often suit Interflora.
- Have worked hard to build trust and do not need to use cheap tricks to gain likes.
- Are not quirky or cryptic, they are clear and transparent.
The campaign needs to:
- Be appealing and unique to young adults.
- Adhere to brand guidelines and values.
- Highly creative and work across all channels of communication.
- Give a few examples of how the campaign will work across various media formats.
- Use the gold logo on the black background.
- Drive brand awareness.
- Promote the Interflora brand / floristry expertise/ Grandparents day range.
- Communicate at least one brand value.
- Highlight USP's
Tone of voice:
- Trusted
- Personal
- Clear/ easy to read.
- Conversational (Hand tied bouquets and stunning vase arrangements).
- Ivy not Hedra (scientific term).
- Don't talk down to people or blind them with knowledge.
- Friendly and confident.
- Not authoritarian (advise and give choice over telling).
Interflora don't only lead on price.
But if they state they are excellent value, then why?
For inspiration look at Interflora's:
- Work shower.
- Useful openers and connectors.
- Checklist to scrutinise any writing/ speech against.
- examples of their voice in a range of platforms.
Examples of Interflora work:
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