NetFlorist, South Africa’s leading flower and gifting service, is giving South Africans the opportunity to make the ‘grandest of grand gestures’ by making two billboards in Gauteng available for personalised messages.
The billboards, one at the corner of William Nicol drive between Old Kilcullen and Peter Place and the other at the intersection of Sandton and Grayston Drives, are located in high traffic zones meaning the messages they carry will be seen, not only by the intended recipient, but by everyone passing by.
“As that rather naughty character created by FCB Joburg to break through advertising clutter says, the only thing that’s not better when it’s bigger is a kidney stone; particularly when it comes to love, appreciation or friendship,” said NetFlorist’s Head of Marketing, Thalissa Theeruth.
“When FCB Joburg suggested we add the opportunity to personalise a billboard idea to our range, we immediately saw the benefit.
“Not only is it a great way for a special message to be broadcast on a grand scale, thereby demonstrating that there is always something exciting and new that NetFlorist has to offer other than gifts, it’s an exciting idea that will pull many consumers to the brand.”
The team that conceptualised the idea was led by Executive Creative Director, Jonathan Deeb, and comprised Creative Directors Erin Brooks and Natalie Elsener, and Copywriter Este De Beer. Production house Frequency and Continental Outdoor helped bring the idea to life.
“It’s astounding, really,” added FCB Joburg’s Executive Business Director: Mike Di Terlizzi, “that such a simple idea could have such a big impact. It’s early days yet – the campaign just broke – but our expectations are high. Who knows, maybe there’s a proposal of marriage out there.”
The cost of the grand gesture – which is limited to eight words – is only R1 000. Because the billboards are located in public spaces, NetFlorist has reserved the right to vet the message.
Creative agency: FCB Joburg
Executive Business Director: Mike Di Terlizzi
Group Account Manager: Wendy Lundie
Executive Creative Director: Jonathan Deeb
Creative: Erin Brooks, Este de Beer, Natalie Elsener
Radio producer: Evelyn Bonase
Production companies: Frequency
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