1. Interflora
For this project I will be creating an advert for the company
Interflora, which will extend across three media platforms, these
platforms are; a 48 sheet poster, an adshel, and a press release
for a magazine.
The aim is to try and gain interest from young adults and also to
raise awareness for Grandparents day which is not well known
in the UK.
2. Interflora History
Interflora is a flower delivery network
which associates itself with over
58,000 flower shops in over 140
countries world wide. It was first
established in America in 1910,
when a couple of florists had an
idea to start telegraphing orders to
each other from opposite sides of
the country. This was done as they
hoped to save the lengthy transit
which flowers would have to travel
in order to reach the recipient, as
flowers couldn’t survive the journey.
Soon after many independent
florists from all over America, were
telephoning and telegraphing each
other via the Interflora service,
and they realised that by working
together it was they who made the
seemingly impossible, possible
and so for the first time beautiful
bouquets could be hand-made and
delivered anywhere in the country
within a day
The very first interflora shop opened
up in 1912 and their world famous
logo, The Mercury Man was first
used in 1914, however it wasn’t
until 1923 when the British unit of
Interflora was born when a nursery
owner in Essex and a florist in
Glasgow took the concept from the
US and used it in the UK.
Through the war, the land was
devoted to growing food production,
which meant that far fewer flowers
were being grown, and due to the
restrictions on petrol and post, it
made it even harder to get flowers
to the shop floor from the fields let
alone to the doorsteps of recipients.
The dwindling numbers of flowers,
meant that they were becoming
increasingly hard-to-come-by and
so they were seen more as a luxury,
and it was a luxury which people
wanted to hold onto.
Flowers played an important role
in keeping moral high in the dark
days of the early forties and for that
reason, in 1943 interflora arranged
a delivery of flowers for over 3000
injured soldiers in British hospitals
and as well to US soldiers on
Independence Day.
Grandparents Day:
Grandparents Day is a national
holiday which has been celebrated
in the USA since 1978 and it occurs
on the first Sunday after Labour day,
but it is recognised in a number of
countries on various days of the
year.
It was first introduced in the UK in
1990 by the charity Age Concern
and its celebrated on the first
Sunday of October even though its
not advertised as much as Mothers
Day or Fathers Day.
3. Interflora Competition
As a flower delivery service,
Interflora has competition from
other online florist, who offer their
own delivery service, such as
E-florist and with over 100 years of
experience working with florists all
over the world, Interflora is a great
way to purchase flowers but it can
be seen as rather expensive for the
size of the bouquet.
Whereas with other sites, such
as E-florist, will offer decent sized
bouquets, at reasonable prices
which are cheaper than some of
Interflora’s prices,
4. Previous Adverts
Interflora, has used many different
methods for advertising their products,
such as this ad featuring a Yacht and a
bouquet of flowers balancing on a see-
saw but its made to make the bouquet
appear to be heavier on its side, and the
message its trying to get across is “The
importance of who you are weighs more
than what you have” and its and advert
that speaks for itself in a way.
This advert by Interflora was for grand-
parents day 2014 in the UK and its sim-
ple with its features and it doesn’t use a
lot of text, just the name and date of the
holiday and the logo, while the rest of
the advert is a photo of a bouquet they
sell
Interflora used this ad quite cleverly, by
using the whole “mummies boy” saying
by featuring a photo of a young boy who
looks a little bit grumpy but there is a
sticky-note placed over the image with
the writing saying “its time to forgive her”
so one would think that the boy is an-
noyed with his mum for something and
the note is just saying its time to forgive
and buy her flowers for mothers day
5. Campaign length and prices
I would like my campaign to stretch
across a 1 month period, in the
London area in order for my advert
to be seen by my target audience
I will have it on a 48 sheet poster,
adshel and also a press ad in
Cosmopolitan.
Billboard:
the pricing for a single 48 sheet
billboard in London for one month
is £700. With this information, in
order to get my adverts seen as
much as possible I would hire three
billboards for a period of one month
which would be at different strategic
locations throughout London
therefore extending the adverts
reach. The cost of this would be
£2,100.
Adshel
The pricing for a single regional
6 sheet poster is £250 for one
month, in order to have my advert
seen by as many people as
possible I would hire four 6 sheet
posters for a 1 month period, these
would be placed in different town
centres and in high streets, to gain
attention from the public. The cost
of this would be £1,000
Press: Cosmopolitan
For a full page colour ad on the
inside back cover of Cosmopolitan,
the price is £23,042. I would
only run it for 1 month as I’m only
advertising for a single day out
of the entire year, so in order to
get it seen in time for the day I
would have it published in the
October issue, which is released in
September.
The overall price of the campaign is
£26,142
6. Initial IdeasWhen I first started thinking of
ideas for Interflora I decided I
wanted to try and keep things
simple, so what i wanted to try
do is put Grandparents Day
under the spotlight and my first
idea was a visual representation
of this though, so where the
flowers appear underneath
an upside down V that would
of been a stream of light just
shining down onto a bouquet of
flowers illuminating them against
a black background.
This idea was a bit more
complex compared to my
first idea because it featured
two other bouquets which
would appear smaller in the
background with a more pro-
dominant one appearing in the
foreground, and the slogan
was to make the larger bouquet
appear to be pushing the other
to aside.
With this idea I decided to not
use an image of a bouquet
but instead just use type and
the logo, because not every
single advert needs an image,
sometimes just having text is
enough, and that’s what I tried to
show in this idea.
This idea was all about getting
people to show their love to
their grandparents, and so the
image in this idea would of been
an elderly woman receiving, a
lovely bouquet of flowers with a
smile on her face and the logo
would be positioned down in the
left hand corner
7. This idea like one of my previous
ones where I was just going to
use type for this avert and it was
just play on emotions with the
audience and almost convince
them that of they love their
grandparents then they should
buy from Interflora.
With this idea I was trying to add
a bit of guilt to it by mentioning
how grandparents remember
their grandchild’s birthdays
but no one knows about
grandparents day, which is sad
because every grandparent
loves getting gifts from their
grandchildren especially when
it helps to show how much they
are loved.
when I came up with this idea i
was still on the same mind set
that young adults don’t really
show their grandparents that
much love, and so i just chose
to add an image of a bouquet,
just so it would make the advert
more colourful and more appeal-
ing to the audience
This advert is similar to the idea
featuring the image of the grand-
mother, but instead of a grand-
mother it would feature a young
adult holding a bouquet of flow-
ers, the strap-line is also differ-
ent but similar to the previous ad
however this one is all about not
forgetting to show love whereas
the other one is about express-
ing their love
8. Still sticking to just using type I
decided to use Interflora’s name
and say how they know how to
show love to grandparents and
that if the target audience buys
from Interflora, then they can
show their grandparents how
much they care.
This idea is all about treating
your grandparents on
Grandparents Day, and they
only way to do that is to actually
buy from Interflora and have one
of their bouquets delivered to
their grandparents house, which
will bring smiles and joy to them
and also it can bring families
together?
This idea was mainly based on guilt because
when someone loses a family member
especially when its a grandparent, they
can really be affected, and so its all about
remembering them before they pass away and
by giving them a gift from Interflora, you can
show how much you love them before its too
late
9. Progressed Ideas
Out of all my initial ideas I decided to bring this one forward
into the development stage because I wanted to try and play
around with guilt and emotions, the image of the cross is
going to be more detailed, and the background was going to
be black to help the image and text stand out, which will also
help to gain the target audiences interest.
This advert was brought forward due to the simplicity of the
advert, I believe I will change the layout of the type on my final
advert just to make sure it all fits well onto the different sizes,
and also the image may be slightly different, for example I might
leave out the label which reads “Grandparents Day” because it is
already mentioned n the type of the advert itself
10. Final Outcome
With the final adverts
i chose to position a
bouquet of flowers
on to a black
background, and i
used Helvetica bold
for the headline and
Helvetica neue light
for the secondary text.
the same layout is
applied to the adshel
and the magazine
advert.
48 sheet
