Interflora’s campaign blooms via Sphere Agency
The Sphere Agency has rolled out its first work for new client Interflora with a campaign set to cover national television, radio and extensive point-of-sale in time for Valentine’s Day.
The international flower and gift relay service with over 1200 members across Australia turned to Sphere to provide strategic and creative direction for the brand, and the agency has repositioned Interflora by breathing new life into one of the world’s great heritage brands.
With a strong track record of aligning brands with music artists, TheSphere Agency bought on board Australian indie songstress SallySeltmann to the project. She wrote and recorded the track ‘You’reAlways’ for which a beautiful video clip was shot by acclaimed directorKiku Ohe, who has worked with artists such as Angus & Julia Stoneand The Presets.
The song will be a legitimate release, but in a unique creativestrategy, the clip will be cut into a series of 30 second televisionspots that will coincide with various seasonal events, the first beingValentine’s Day, with that spot going to air this week.
Sphere Managing Director Michael Abdul said, “We identifiedInterflora’s need to be more relevant to the contemporary audience, andwe saw an alignment with music as a great way in. At the same time wewanted to reposition the brand so it could create an emotionalconnection with our target and the new positioning ‘More than words’emphasises the power of flowers to perfectly express feelings for alloccasions while building on Interflora’s ‘Say it with flowers’heritage.”
“The other message we’ve added into the campaign, which not onlyencompasses the television but also the extensive point of saleroll-out, is ‘Create a memory’,” added The Sphere Agency’s CreativeDirector, Darren Fishman. “We wanted to portray that flowers are notjust a gift for now, but they build a powerful connection between thegiver and receiver, and this is perfectly illustrated in theValentine’s Day television commercial.”
Anna Chalabarczuk, Interflora Australia Marketing Manager said, “Thecampaign that Sphere has produced is so different to any other I’veseen before. The best way to describe it all is ‘beautiful’ but not inthe traditional way that many people may expect from our brand, but ina more contemporary fashion. I’m confident it will contribute to usachieving our objectives in terms of how we’d like the brand to beperceived in the marketplace, while at the same time giving our membersmore reasons to be proud of being a part of Interflora.”
16 Comments
Certainly brings the brand into the 21st Century.
Create a memory. Like, wow, I’ve never heard that before.
I like flowers
Very odd press release CB. This work was created by MTV Brand Solutions. They also commissioned the director and the music artist. Why aren’t they credited? Lynchy?
Good to see them back on tv with a good looking spot.
Yes weird. Sphere appointed MTV Brand Solutions to do the creative thinking, execution and production for Interflora. It is MTV’s work. Why would they write a press release that makes it out to be their ad when it’s not?
Congratulations to the team at MTV Brand Solutions on this idea and execution. Well done guys.
If MTV did all that then what did Sphere do and why did they write that press release.
And who is sphere?
Wow, I thought Portu-gasim was bad.
Yes, MTV did the work.
Go to the source, quote the marketing manager at Interflora. Sphere came up with the whole strategy for the client and creative direction. MTV from what I can see did a small part of the overall campaign, the role of production. Take cred where cred is due. This campaign transcends a music track and was clearly driven by agency thinking
Is MTV still around? I know they’re still going in the US. If so who on earth watches that rubbish?
Maybe MTV got Punk’d?
Sphere didn’t come up with the creative direction. The whole idea of ‘memories’ and its TV execution came from MTV. They should be credited.
So if MTV came up with the creative direction does that mean Sphere is now running a music video channel?
Yes MTV did it. They’re just trying to claim credit. Kind of lame of them.