Flowery attack from the air
In August, Direct Marketing Walker surprised Swiss people with flowers from Fleurop.
In August, Direct Marketing Walker turned Swiss women and men into surprise victims with flowers from Fleurop: "To the nice blonde lady in the 13-seater streetcar," was the only thing written on the letter. The young teacher in the VBZ tram was astonished when a messenger suddenly pressed a bouquet of flowers into her hand as she was traveling at full speed along Zurich's Bahnhofstrasse. "How does my boyfriend know that I'm on the streetcar now?" the woman must have asked herself. Just like the second surprise victim. "To the customer at the Coop Luterbach checkout," was all that could be read on her little letter next to the magnificent bouquet of flowers. On Tuesday, August 22, a further 500 or so bouquets also surprised "the nice gentleman in the Row 14 cinema", the "pleasant lady in the station buffet", the "gentleman waiting with two heavy shopping bags outside Migros in Horgen at 12.30 p.m." and "the woman with the funny dog" on a walk along the lakeshore in Lucerne.The power of flowersWhen the random passers-by "ambushed" with bouquets in this way opened the letter, they found the answer to the riddle of the flowery message: "Surprised? That's how beautiful the effect of flowers can be. Put them to the test. Give the gift of ..." And then came the telephone number of a local flower store.
"Fleurop, the power of flowers". This was the claim in all these personal letters in a nationwide guerrilla advertising campaign by Walker. Well over a hundred flower stores from German-speaking Switzerland took part in the "Day of Surprise" campaign. The members of the Fleurop sales network were invited to take part at their last general meeting. The new Fleurop agency Walker presented the idea to around 400 flower store owners. Those who were prepared to distribute at least three representative bouquets in their region can now feel like the birthplace of a new "Day of Surprise" - because Fleurop may want to make this free promotion a fixed sales date in the florists' agenda. For Pius Walker and his consultant Hans Beer, such a long-term side effect of their advertising ideas would of course be more than just a beautiful bouquet of flowers.
Parallel to the public campaign, Fleurop also launched a B2B campaign on the same day. Florists also had 250 surprise bouquets delivered to targeted contacts at companies for potential customer gifts.
Trained ambassadorsTo ensure that the Fleurop messengers were able to deliver their surprise perfectly, the agency prepared them for their charming task in a workshop beforehand. In order to market the event professionally in the media afterwards, the Walker advertising agency worked together with the PR agency Richterich & Partner.
Walker also chartered four helicopters to give the whole campaign the necessary media attention. These were prominently painted with the Fleurop logo. Inside the four flying vases, Miss Switzerland Lauriane Gilliéron, Mister Switzerland Miguel San Juan and two other former Misses and Misters traveled across Switzerland to surprise the public with a further 600 bouquets of flowers at selected locations. Media such as Blick and Swiss television also flew along on this promotional tour.
Fleurop financed the surprise coup this year instead of participating in the X'06 event trade fair, in line with the motto "Breaking routines". Reactions that the messengers experienced when delivering their bouquets are to be documented on the Fleurop website for advertising purposes.
Andreas Panzeri
"Fleurop, the power of flowers". This was the claim in all these personal letters in a nationwide guerrilla advertising campaign by Walker. Well over a hundred flower stores from German-speaking Switzerland took part in the "Day of Surprise" campaign. The members of the Fleurop sales network were invited to take part at their last general meeting. The new Fleurop agency Walker presented the idea to around 400 flower store owners. Those who were prepared to distribute at least three representative bouquets in their region can now feel like the birthplace of a new "Day of Surprise" - because Fleurop may want to make this free promotion a fixed sales date in the florists' agenda. For Pius Walker and his consultant Hans Beer, such a long-term side effect of their advertising ideas would of course be more than just a beautiful bouquet of flowers.
Parallel to the public campaign, Fleurop also launched a B2B campaign on the same day. Florists also had 250 surprise bouquets delivered to targeted contacts at companies for potential customer gifts.
Trained ambassadorsTo ensure that the Fleurop messengers were able to deliver their surprise perfectly, the agency prepared them for their charming task in a workshop beforehand. In order to market the event professionally in the media afterwards, the Walker advertising agency worked together with the PR agency Richterich & Partner.
Walker also chartered four helicopters to give the whole campaign the necessary media attention. These were prominently painted with the Fleurop logo. Inside the four flying vases, Miss Switzerland Lauriane Gilliéron, Mister Switzerland Miguel San Juan and two other former Misses and Misters traveled across Switzerland to surprise the public with a further 600 bouquets of flowers at selected locations. Media such as Blick and Swiss television also flew along on this promotional tour.
Fleurop financed the surprise coup this year instead of participating in the X'06 event trade fair, in line with the motto "Breaking routines". Reactions that the messengers experienced when delivering their bouquets are to be documented on the Fleurop website for advertising purposes.
Andreas Panzeri
