Forgive her!
For Fleurop (Switzerland), Walker Werbung has transformed the Mother's Day bouquet from a chore into a delight.
Fleurop customer acquired in March with a "surprise strategy"
Fleurop as an umbrella brand and gift broker are today in
445 stores in Switzerland; internationally there are 54000
Flower stores in 154 countries. New opportunities are always
be created for a surprise with flowers. Amazed now
also how quickly Walker can already present an initial campaign.
But "Mother's Day can't be postponed," jokes Pius Walker.
On this date in May, as well as on Valentine's Day, the
florists in Switzerland account for around 20 percent of their total
annual turnover. As market research has shown, gift-giving
of a colorful "broom" on Mother's Day, however, is now considered by most
as a duty and the tradition more or less as "commerce".
dismissed. So Walker looked for a strategy that would make Mother's Day
could be filled with more positive content again. The advertisers have
reversed the day of thanks to the day of forgiveness.
"It wasn't all as good back then as mother meant it to be...",
is the realization. There were also a few mistakes when it came to education
- and that is why today's mature youth should be given a chance to
Get forgiveness. So away with the obligatory flower. A new generation
is motivated to make this gift-giving on Mother's Day a real
value to discover. "We hope that this campaign will help us to
out of the way," says Walker.
Wine instead of flowers
Flowers are the most important classic when it comes to gifts for
socially standardized occasions from births to funerals
goes. More and more frequently, such interpersonal
attention in everyday life but replaced by wine, subscriptions for a new
cell phone or even a voucher for a sushi meal. This trend towards
Fleurop now wants to counteract this new objectivity with a campaign.
"Since we had already started our campaign for the WC duck with flowers in the
subjects, we naturally had to do something different this time.
", is how Pius Walker describes the new idea. Not a single
Bouquet of flowers can be found in the advertisements and posters for his first
Fleurop campaign. For this, "historical" moments from a generally
experienced childhood has been dramatized.
The photos from our collectively repressed youth are stored in the yellowed
touch of the 60s. As a basis, Swiss
Fleurop employees sifted through countless photo albums and over 5000
suggestions were submitted. The best scenes were selected by Walker and his
teams once again. The photos in Hamburg; the four films in
Stockholm. For the commercial with the dancing mother, Sony "worked
Spass" contributed the hit "Mamma Maria" by Ricchi e Poveri.
Andreas Panzeri
