Interflora & ITV Partnership Win Media Week Award
ITV win Media Week Award with Interflora Partnership campaign
Working in conjunction with both Interflora and ITV, Carat Leeds set about creating a tailor-made and integrated client partnership on the channel in 2014. The essence of the campaign was to make Interflora the Official Flower Partner of Surprise Surprise.
The objectives set were challenging, including driving brand awareness and traffic outside of their peak periods of Valentine’s Day and Mother’s Day to ultimately reinforce Interflora as the UK’s premium flower brand. This clearly required an innovative solution which would allow the brand to engage with consumers in a different way. ITV’s property Surprise Surprise offered this potential: right timing, right audience, right scale and most importantly the right environment for the brand to tap into. Flowers are present at all of life’s most important moments and the show’s inspiring stories and emotional reunions enabled us to invite viewers to tell their stories.
The delivery was anchored by bespoke ads which celebrated the chosen stories of the nearly 20,000 entries, with Mark Wright one of the show’s presenters, presenting the winners with a bouquet to cement the link with the show. A new story ran in each episode of the series, and was also supported by additional peak airtime on ITV channels. This celebrity endorsement was extended with product placement on set and backstage, CRM and social activity, and licensing through all channels including the 1,800 UK florist shops and a bespoke microsite which held hours of additional footage for viewers to engage with.
Interflora created a ‘Surprise Surprise bouquet’ which was available to buy during the campaign, and offered more opportunities for consumers to win flowers for free by starting their own Flower Chain on the microsite. All activity was promoted on the brand’s social channels and supported by tweets from Mark Wright. This partnership delivered a real step-change for Interflora which the client got behind 100%. All of which contributed to a hugely successful campaign comprising a 12% increase in brand traffic and a massive 277% of additional value created through owned and earned media.
The campaign’s success was recognised at this year’s Mediaweek awards by being awarded Silver in the Media Owner Medium category.
Head of Sales & Marketing at Interflora, Lyn Davies said “Carat really understood our business challenges and pushed the boundaries with our ITV Surprise Surprise partnership. They worked with ITV to exploit our TV presence and connect it with online, social and in-store ideas to create a truly integrated, through the line campaign that we are really happy with. They helped us to maximise the social buzz around the programme and the link to Mark Wright. The Carat team provided enthusiasm and specialist collaboration, producing a successful landmark in the marketing of the Interflora brand.”