Interflora
Boost awareness of Grandparents’ Day to the younger consumer
Website — interflora.co.uk
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YCN Student Awards Europe 2014/15
Social — @interfloraUK
ycn.org
Interflora
Who are we? As the UK and Ireland’s most recognised name in flower delivery, for over 90 years Interflora have been trusted by millions to hand craft and deliver floral gifts to loved ones worldwide. Across the UK and Ireland over 1,800 florist shops make up our delivery network, offering named day and same day delivery services – even delivery within 3 hours. Internationally, our network extends to over 40,000 florist shops, providing the capability to deliver to over 140 countries. Our customers have the option to purchase online via telephone or through one of our florist shops. Over recent years, a vast number of brands have begun competing within the flower delivery market. From high street names such as Marks & Spencer, John Lewis, Next and Waitrose, to online brands such as Arena Flowers, Serenata Flowers and Flowers Direct. It goes without saying that the consumer has plenty of choice of who to entrust and in the case of high street names, established relationships, together with an appreciation of the brand’s quality, give consumers a confidence to choose these brands to deliver their flowers. Interflora’s product range has expanded over recent years to provide our customers with a greater choice of gifting options. Our network of expert florists differentiates us from our competitors - bringing with it award winning design skills and service with a true personal touch. Christmas, Valentine’s and Mother’s Day remain our key gifting periods. We have recently started promoting and raising awareness of Grandparents’ Day as we feel this is a perfect flower gifting occasion. Our range of courier flowers provide the ability for us to remain price competitive (offering flowers from as little as £19.99 delivered), together with an extended range of niche flower varieties.
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YCN Student Awards Europe 2014/15
ycn.org
interflora
Our Brand Proposition ‘Interflora are the flower experts’ 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. Personal Touch From taking the order, to creating the chosen bouquet and then finally handdelivering 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.
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 awardwinning 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.’
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YCN Student Awards Europe 2014/15
ycn.org
Interflora
Our top 3 demographic groups are: A – Alpha Territory. People with substantial wealth who live in the most sought after neighbourhoods B – Professional Rewards. Experienced professionals in successful careers enjoying financial comfort in surburban or semi-rural homes C – Careers and Kids. Families with young children where both parents are likely to earn solid incomes providing for a comfortable modern home The Creative Challenge Grandparents’ Day was established in America in the 1970s and is celebrated all over the world. It was introduced to the UK by Age Concern in 1990 and is always celebrated on the first Sunday in October. There are 14 million grandparents living in the UK, 80% of whom provide some hands-on care for their grandchildren. More than ever, grandparents play an important role in modern society and we want to raise awareness of everything they do to help family life by encouraging people to start marking ‘Grandparents’ Day’ in their calendars as a special occasion to thank grandparents across the country. As well as grateful Mum’s who want to thank their own parents for the help they provide with childcare we want to target young adults who probably don’t see their own grandparents as much as they would like with their busy lifestyles, or live far away meaning they only visit a few times a year. We feel that this is a genuine gifting occasion and a perfect fit for the Interflora brand, what better way to show your love for your grandparents than with a bouquet of Interflora flowers!
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YCN Student Awards Europe 2014/15
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Interflora
Our brief to you Grandparents’ Day currently has very low public awareness and our brief to you is to create an integrated campaign for Grandparents’ Day 2015, gaining exposure for Interflora and driving brand awareness amongst younger consumers. We want the campaign to engage with younger consumers, specifically young adults who have disposable income available to spend on a bouquet of flowers for their grandparents. Creative Requirements Your ideas must be unique and appealing to a young adult audience. The campaign must adhere to our brand guidelines and encompass our brand values. We would like your ideas to be highly creative and able to work across all channels of communication. Which channels you choose to articulate the ideas in is entirely up to you, but we want to see a few examples of how the campaign will work across various media formats. Please note that although we have alternative colour options in our brand guidelines for our logo, our preference is that the gold logo on black background version is used. In summary the campaign needs to: • Drive brand awareness • Promote the Interflora brand/our florist expertise/our Grandparents’ Day range • Reflect our Brand Values • Reach out to new customers (young adults) • Highlight our USPs • Use a variety of media and work across all our channels of communication Deliverables & Additional Information For more information about Interflora visit www.interflora.co.uk/?cm_mmc=YCN-_GPD-_-HP-_-HP In the supporting project pack at the YCN website you will find a copy of our Brand and Tone of Voice Guidelines and all relevant logo files. For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website. Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.
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YCN Student Awards Europe 2014/15
ycn.org