Mother’s Day Marketing from Interflora

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  • March 13, 2012
Patrick Altoft

Patrick Altoft

Director of Strategy

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.

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