| Title | BLAME IT ON INTERFLORA |
| Brand | INTERFLORA |
| Product/Service | INTERFLORA, FLOWER DELIVERY SERVICE |
| Category |
C03. Use of Social Platforms |
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Entrant
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BRANDHOUSE Copenhagen, DENMARK
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Idea Creation
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BRANDHOUSE Copenhagen, DENMARK
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Credits
| Mikkel Elung |
Brandhouse |
Creative Director |
| Sigurd Bjerre |
Brandhouse |
Art Director |
| Simon Kragh |
Brandhouse |
Copywriter |
| Adam Haxholdt |
Brandhouse |
Art Director |
The Campaign
Many men forget Valentine's Day. And once their girlfriend has made them aware that it’s Valentine's Day it’s too late. But this year, Interflora Denmark decided to give all men a second chance. If you forgot to buy a Valentines gift you could buy one from Interflora and have it delivered the day after – together with a card saying that it’s Interflora's fault that the Valentines gift was delivered 1 day too late. The card explicitly explained that the man had ordered the gift many days earlier and was NOT to blame.The men got to blame it on Interflora, and Interflora sold a lot of extra Valentines gifts – and it wasn’t even Valentines Day.
Creative Execution
Everything in this execution was timed and targeted to reach only the male audience. We launched at male dominated sites and online magazines and with specifically targeted direct mails and Facebook ads. From there we let the men pass the news to their friends so we reached a big portion of Denmark's male population while staying almost underground.
Results
Social media exploded with comments and shares, and we created the largest amount of laughing emojis in the history of Interflora.Sales of the Valentine's Day bouquet was up by 571%! After the secret was out, the activity created nationwide media attention.
This is a campaign directed 100% at the men who forget Valentine's Day in an attempt to make them buy a Valentine's bouquet for their girlfriends - even though it would be delivered the day after. It spread form man to man - as the whole idea was dependent on hiding the special service from the women.
Studies show that many men want to give their loved one a Valentines gift, but they simply forget. Other studies show that men are more forgetful than women and that might be the explanation. We combined this insight with Interflora's desire to prolong Valentine's Day with an extra day.