Mother’s Day Marketing from Interflora

As part of their push for Mother’s Day next Sunday, international florist chain Interflora is launching a number of initiatives targeted at consumers in London. Hiring the services of Manning Gottlieb OMD, they have gone all out to persuade commuters in the capital to buy their products for the 18th.

To promote both its three-hour delivery service and their mobile website, Interflora has put up a number of interactive flower displays across Central London where commuters can create a display that’s to their liking. Another key part of their Mother’s Day marketing push is the installation of large flower displays alongside big canvases, all of which will have QR codes that commuters can scan using their smartphones, thus demonstrating how easy it is to use Interflora’s mobile service.

Elsewhere, Interflora’s Mercury Man, their Messenger God, will be making an appearance near the displays at Paddington, Liverpool Street, Euston and Waterloo train stations. People are being encouraged to tweet him at @MercuryMan to tell him why their mother is worthy of a bespoke bouquet of flowers worth £1,000. The campaign is set to run from the 8th to 17th March.

The unparalleled growth of the smartphone market has seen QR codes become increasingly popular. Many companies are using them to appeal to consumers who work long hours and find themselves with very little time to shop for their products, and Interflora have recognised that.

Interflora’s marketing director Michael Barringer confirmed that Mercury Man will be around for the foreseeable future to help people in need, citing the long list of special occasions that happen during the year. MG OMD’s campaign was created after they were appointed to Interflora UK’s £1m media planning and buying account.

By Patrick Altoft. at 3:43PM on Tuesday, 13 Mar 2012

Patrick is the Director of Strategy at Branded3 and has spent the last 11 years working on the SEO strategies of some of the UK's largest brands. Patrick’s SEO knowledge and experience is highly regarded by many, and he’s regularly invited to speak at the world’s biggest search conferences and events. Follow Patrick Altoft on Twitter.

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8 Responses to “Mother’s Day Marketing from Interflora”

  1. Anon says:

    Slightly odd blog entry, reads like a press release? Or is it about keyword links…?

  2. happysus.com says:

    Putting up a number of interactive flower displays across Central London is a good marketing method, Great sharing.

  3. Factoring says:

    “a bespoke bouquet of flowers worth £1,000″

    That flower bouquet would be seriously massive!

  4. Incidentally i did see Mercury man just before the weekend, marketing has taken a new turn for sure, good idea.

  5. Chris says:

    Mmmm Patrick, not sure what to say on that one… I hope you at least thought hard and long before posting that one.

  6. Oh! It is fast approaching again in this year. I’m thinking what to give for my mom on Mother’s Day.

    Raquel

  7. I think it was a great interactive way to gain consumer’s attention – we don’t see many campaigns that are this vocally active and so it would be a nice change for consumers to have this,

  8. I agree. It sounds interactive and has obviously gained a lot of attention. It’s fun to see something as boring as flowers being turned into something notably interesting.

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