YCN INTERFLORA.
CONCEPT BRAINSTORM.
Today I worked on brainstorming and finalising a concept in Response to the Interflora competition brief.
Campaign platforms:
I began by thinking about the different outlets and platforms, where I think printed posters are a necessity for the campaign that can be posted both to locations such as bus shelters used regularly by young adults and in magazines. I also thought about what other platforms they would regularly use. It is obvious and would be a missed opportunity not to do something via social media. It is something used extremely frequently by young adults and so I needed to think of a way in which to take advantage of this.
After some thinking I came up with with an idea to create a campaign called 'Thank you for'. The campaign would spread across printed posters as mentioned above, and social media taking into account users across facebook, twitter and instagram.
'Thank you for' will not only inform Young adults of Granparents day, but also give them the oppurtunity to win an interflora gift for their grandparents, by sharing why they are thankful.
What I will produce:
- 3 x posters that share stories of why people are thankful for their grand parents, advertising grandparents day.
- An instagram/facebook/ twitter image that will give instructions on how they can enter the #thankyoufor competition for a chance to win an interflora gift for their grandparents.
- 3 short animation videos that can be seen on social media platforms to advertise granparents day. Video sharing and viewing is becoming a massive trend on social media and so we must take advantage of that.
How I aim to produce these:
3 posters:
- Use my own experiences and ask others of what makes them thankful about their grandparents big or small.
- Find a way to link these stories to the USP's of the company.
- Find an aesthetic that will attract young adults but also directly relate to the current brand.
- Create a layout that will look consistent across all 3 posters.
Social media Image:
- Create an image with clear reading of campaign title 'Thank you for'
- Make aesthetic consistent with aesthetic of poster.
- Make competition concept and make sure this relates the the present tone of voice at Interflora.
3 short videos:
- Translate campaign idea into motion.
- Find way of translating the media used for printed posters digitally.
Coming up with 'Thank you for ideas':
Firstly I set up a survey monkey of one simple question which I thought would help me to understand why others are thankful for their grandparents and on what scale. Is it the little things, or is it the larger things? should I consider both? Would it be a more warming and entertaining campaign to focus on more individual stories, rather than just general ones such as 'looking after me' or 'making me tea'.
Whilst waiting for replies for the survey I began thinking of my own individual reasons as to why I am thankful for my grandparents.
A fond memory that I have of my grandma when I was younger is going to Harden children's gala with my brother and my two cousins in tow. At every gala there would be a fancy dress competition where around a hundred children would gather from the surrounding area wearing costumes. There were a set of Judges that would give rossettes out with the titles 1st, 2nd and 3rd. For every children's gala we attended my grandma used to spend the time preparing, making and sewing each of us a costume by hand. My costumes ranged anything from, little miss muffet, rapunzel and pokemon. When I look back its amazing that my grandma took the time to make us all something so personal every single year.
Another memory I have of my other grandma is that every time I used to go to visit and stay for tea she would homemake us a meat, potato and vegetable pie. After she's made the pastry, filled the pie and baked it, she would allow us to take the leftover pastry, roll it into sausage shapes and mould it into our names, and placing it on top of the pie.
The same Grandma used to also take me and my cousins on some great trips out, Cliffe castle and to Ilkley for a picnic by the stream, she used to make me jam sandwiches because at the time I refused to eat any other type.
Recently my grandparents on my mothers side learned to use Facebook so that I can catch up with them on a daily basis even when i'm not there, which is convenient and makes me feel better that because i'm busy at university that I don't get to see them as much.
Conclusion to my own thoughts:
I find it hard to think of more general thank you thoughts because well, its in grandparents nature to do things such as be caring, or just be there. When listening to other people I always like to hear more unique stories, things that are individual to them. It is this that I think will make the campaign more unique, warm and interesting.
Responses to the Surveys / other peoples thank you for's:
I also looked online at the sort of things people are thankful for and I was inundated with personal stories from things from their childhood like building castle fortes from boxes and blankets, to more current things such as learning to use skype like my grand parents learnt to use Facebook.
Conclusion:
I have decided it would be best to use more individual stories for added impact and interest, therefore for the next task I will have to choose 3 from the many I have found to focus on. I would like to use a mix of both old thank you for's from years ago in peoples childhoods, to more contemporary ones using skype so that more people have something to relate to.
I picked the three unique stories, and created them into short explanations reading to be used across the three platforms.
The three stories:
Making my own personal fancy dress costumes:
Thank you for hand making me my own personal fancy dress costumes.
Helping me to build a castle den:
Thank you for helping me to build my make shift castle every weekend without fail.
Learning to use Skype:
Thank you for learning to use Skype, so I don't miss out on your marvellous stories when I can't be with you.
Interflora emphasised in their branding outline posted on YCN that the campaign collatoral must discuss or mention one each of the USP's and brand values.
Our USPs
Why we are ‘the flower experts’
1. We are the biggest network of florists in the UK and Ireland, with a host of award-winning designers and passionate expert florists.
2. We are RHS Chelsea Gold Medallists.
3. We have the widest range of products for all occasions and all seasons.
4. Our range of delivery options is the best in the business, allowing gifts to be delivered same day, or even within 3 hours.
5. Our Designed to Order service gives our customers the option to send a unique gift designed by one of our expert florists.
6. Interflora promise: ‘If your order doesn’t arrive on time, or your recipient isn’t delighted with their flowers, let us know. We’ll do all we can to put the situation right, or, if you’d prefer, give you your money back.’
2. We are RHS Chelsea Gold Medallists.
3. We have the widest range of products for all occasions and all seasons.
4. Our range of delivery options is the best in the business, allowing gifts to be delivered same day, or even within 3 hours.
5. Our Designed to Order service gives our customers the option to send a unique gift designed by one of our expert florists.
6. Interflora promise: ‘If your order doesn’t arrive on time, or your recipient isn’t delighted with their flowers, let us know. We’ll do all we can to put the situation right, or, if you’d prefer, give you your money back.’
Our Brand Values
Trusted
Our customers trust us to be there when they can’t and hand-deliver the finest quality flowers on time, every time.
Our customers trust us to be there when they can’t and hand-deliver the finest quality flowers on time, every time.
Personal Touch
From taking the order, to creating the chosen bouquet and then finally hand-delivering the flowers directly to the recipient’s door: with everything we do, we strive to add a personal touch.
From taking the order, to creating the chosen bouquet and then finally hand-delivering the flowers directly to the recipient’s door: with everything we do, we strive to add a personal touch.
WOW
WOW! is the reaction we want every time a recipient opens their front door and is presented with a stunning Interflora bouquet, exceeding all expectations.
WOW! is the reaction we want every time a recipient opens their front door and is presented with a stunning Interflora bouquet, exceeding all expectations.
Making my own personal fancy dress costumes USP and Brand value:
Instantly after referring back to the USP's I picked up on the Design to order service, which allows customers to make a more personal arrangement of flowers. This reminded me of my own story which I have chosen to incorporate into the campaign, which details the personal things my grandma made for me. And so it seemed that the two concepts would be great to pair together. This also linked with the brand value 'Personal touch'.
Using the word shower and beginners and connectors provided by Interflora in the tone of voice guidelines, I created a short piece of body copy that takes on board how Interflora choses to communicate itself, and the story related to the campaign.
'The perfect way to send a beautiful personalised gift in return this grandparents day. Our exclusive designed to order service gives you the ability to send a truly unique gift lovingly designed by one of our expert florists.'
Learning to use Skype USP and Brand Value:
Interflora take great pride in their delivery service, in that they can delivery flowers quickly and carefully in a little as three hours. Making the process, fast, efficient and hassle free. Making the idea of gifting flowers even easier as not only are they delivered by someone else, they can be delivered in a short time frame, great for young people who are very busy with other commitments such as uni and work, where such details may have slipped their mind. Which is also the reason that they may use skype. I felt tying this concept with the USP of delivery complimented each other well. Again in terms of brand value, I feel the idea echoes company/ costumer trust. The customer is being urged to trust Interflora that they can provide their order in a short space of time.
I again used the word shower and connectors provided to create something within the already existing voice of Interflora.
'Making sure your beautiful gift is delivered on time, every time is half of what makes giving with Interflora so special. We deliver on the same day or even within 3 hours, taking the worry away from your life and injecting joy into theirs. Show how much you care, even when you can't be there.'
Lastly I tried to link the concept of the castle with interflora's must luxurious USP. That each decadent bouquet or flower arrangment they produce is created by a team or singular expert florist and award winning designers. I linked this idea with the idea of treating them in return like royalty. Again I used the word shower and connceters for communicative influences, and came up with something that was contextually rich in concept and theme (castle and royalty) and reflected the aims of the company. I also felt that such a theme would also represent the WOW! factor provided by Interflora.
'Trust us to make them feel like royalty with a dazzling floral arrangement or enchanting bouquet thoughtfully created by our team of awarding designers and passionate expert florists. We make moments to remember, just like the memories.'
Conclusion:
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