The Interflora Campaign Shows How Thoughtful Gifts Outweigh Materialistic Ones
Meghan Young — April 28, 2012 — Marketing
References: tapsa.es & ibelieveinadv
The Interflora campaign concentrates on the idea of value and what people consider to be valuable. Although a bouquet of flowers may not seem as precious as a motorcycle, yacht or mansion, it is the thought behind those flowers that trumps anything materialistic. The Interflora campaign encourages giving thoughtful gifts that people will remember and cherish long after the flowers wilt and are thrown out.
Created by Madrid-based ad agency Tapsa, the Interflora campaign cleverly shows how much a delivered bouquet outweighs other items by balancing them on either side of a seesaw. Although physics would disagree with the outcome, the images perfectly convey the message. Especially when paired with the phrase, "The importance of who you are weighs more than what you have."
Created by Madrid-based ad agency Tapsa, the Interflora campaign cleverly shows how much a delivered bouquet outweighs other items by balancing them on either side of a seesaw. Although physics would disagree with the outcome, the images perfectly convey the message. Especially when paired with the phrase, "The importance of who you are weighs more than what you have."
Trend Themes
1. Value-based Gifting - Campaigns that encourage giving thoughtful gifts based on sentimental value rather than materialistic worth.
2. Positive Emotional Appeal - Ad campaigns designed to evoke positive emotions in the audience rather than focusing solely on product value.
3. Visual Storytelling - Campaigns using visual metaphors that convey the message more effectively than plain text.
Industry Implications
1. Florists - Flower businesses that can use this message to emphasize the sentimental value of flowers over other materialistic items.
2. Gift Shops - Retailers can use this trend to promote thoughtful gifts over materialistic ones to appeal to consumers looking for more meaningful purchases.
3. Advertising - Ad agencies can use visual metaphors like balance beams to create powerful imagery and convey important messages.
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