NetFlorist, South Africa’s largest same-day gift and flower delivery service, recently challenged its agency to get guys to send their gals more flowers more often, not just on anniversaries and birthdays.
FCB’s solution? Happy Cam, a camera hidden in the NetFlorist driver’s peak that captured the look on the recipient’s face when she opened the door to a fragrant bunch of beautiful blooms.
“The team’s rational,” said FCB Cape Town Executive Creative Director, Mike Barnwell, “was that if guys could see how happy receiving flowers made their girls feel, they’d send them more often.
“NetFlorist drivers witness these joyful moments every day, so we came up with a way that we could record them and share them with those responsible.”
A targeted online campaign directed guys to the NetFlorist site. There, they saw a new button: ‘Happy Cam’. By clicking this button when they ordered, they activated the Happy Cam and the reaction of their loved ones were filmed and sent back to the generous fellows.
“With Happy Cam, guys all over South Africa were finally getting what the big deal was with flowers,” said Barnwell.
“And they could share these videos with friends and encourage them to order too. Now South African guys know the power of flowers, and that they are not just for special occasions, but to make people happy every day.”
Watch Happy Cam at work here: https://vimeo.com/166380158.
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.