Sarah Goldthorpe
Interflora Grandparent's Day
YCN 2015
01.
The Brief:
The Response:
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.
'Thank you for' is a campaign that aims to reach out to young adults, a very different audience for Interflora whilst still moulding to the Interflora brand. Though a selection of 3 short stories, the campaign pushes young adults to reminisce of memories with their granparents old or new, and thank them for something special in their relationship - however big or small.
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.
The message is communicated on a number of platforms; environmental posters and magazine advertisements, an online presence via a homepage web banner, social media presence via Facebook and Instagram and environmental presence via an animated billboard.
02.
Environmental Posters: The environmental posters will be placed in locations used frequently by young adults such as bus stops, inner city billboards and within train stations and subways. The designs stay true to the Interflora brand but are created with a difference to attract a younger audience, illustrations are incorporated as the main source of imagery and an extra font is integrated for a more personal touch (details on last page).
03.
Magazine Advertisements: The magazine advertisements incorporate the same designs as the environmental posters on a small scale for brand consistency and reiteration of the message. The advertisementts, through a range of small stories initiate thoughts about small and important memories between young adults and their grandparents. The story is then contextually linked with both Interflora's brand values and one of its imporant USP's - As shown above the idea of designing personalised fancy dress is linked with giving the gift of something personalised in return, via one of Interflora's beautiful, personalised made to order floral arrangements.
04.
Flat designs: Flat versions of the designs to be used as environmental posters and magazine advertisements.
05.
Social Media: The social media presence follows the same campaign aesthetic established, but calls upon the young adults being targeted to become involved with the campaign and the event of Grandparent's Day itself. The designs pose a clear and literal question; What do you want you thank your grandaparent's for? The audience are drawn in by a special offer, asking them to upload a picture of themselves with their grandparents on either or both Facebook and Instagram with the hashtag #Thankyoufor and a caption as to what they would like to thank their grandaparent's for, for the chance to win a bouquet for them created by Interflora. Social media is a great tool to use to communicate with young adults, spreading the message wide and far, however for those who don't win, they may still feel the want to purchase a bouquet in return.
06.
Flat designs: Flat versions of the social media presence displayed as both a Facebook banner and Instagram picture.
07.
Online Advertising: Online advertising takes place as a sliding banner on the Interflora website, used by Interflora to promote current events. As the website is heavily photograph based, In the moment photography, as seen across other Interflora web advertising is incorporated into the design. When viewing the website we can assume that potential customers have been drawn in by the campaign and so the web banner has a simple function - to direct customers to the Granparent's day gifts they are looking for, and provide a reminder of the date etc. The campaign stories are removed as they are no longer necessary, however the campaign aesthetic is continued for consistency.
08.
Flat designs: Flat version of the design to be used as a web banner.
09.
Animated Poster: The animated poster echoes the aesthetic of all still environemental posters but is availible for use in locations with moving billlboards. It tells the three stories and is another touchpoint where the audience is asked 'What are you thankful for?' and told to 'Say thank you with Interflora'. The video aims to act as an overall, and more interactive reiteration of the overall campaign message. (MOV file attached seperately).
Thank you. List of extras: 01. 'Thank you for' typeface. Typeface name: La Carte Bold. Availible for purchase at: http://www.myfonts.com/fonts/aviation/la-carte/ 02. Animated poster song. Song name: What a wonderful world. Artist: The Intimate Orchestra. Album: 101 Instrumental moods. Availible for purchase at: iTunes store.
03. Web banner photography. Designers own photo.