The Flower Council, the worldwide marketing arm of the cut flower and houseplant industry of the Netherlands, has selected UM London to launch an integrated campaign.
Worth £0.5 million, the campaign will span out-of-home, print and digital and aims to raise awareness of flowers as a special gift. The advertisements use male models to appeal to a female target market with digital out-of-home advertising planned across London, Birmingham and Manchester.
This will be supported by creative in Metro London and online videos across women’s lifestyle websites. Facebook will also direct users to a bespoke ‘Favourite Flower’ website, which hosts a short quiz where users can identify the flower which suits them best.
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