interflora

One of the world's great heritage brands, Interflora had come under increasing pressure from the internet commoditising the flower and gift giving market.

Sphere needed to breathe new life into the brand to help it become more relevant to a contemporary audience. To achieve this, a new positioning line 'More than words' was created to emphasise the insight that flowers create a powerful connection between gift giver and receiver - conveying feelings beyond the need for words.

Harnessing Sphere's strong track record of aligning brands with music artists, we partnered with music channel MTV to bring on board Australian indie songstress Sally Seltmann. She wrote and recorded the track 'You're Always'. The song was put out as a legitimate release, but in a unique creative strategy, the clip was also designed to be able to be cut into a series of beautiful 30 second television spots that coincided with the various seasonal events.

This was supported with point-of-sale, press and more that presented powerful emotional imagery reinforced with a headline that delivered the message that flowers aren't just a gift for now, instead they "Create a memory" that won't be soon forgotten.

It all helped Interflora to blossom once again, both with its existing market, and a more contemporary one.