Funnyhowflowersdothat.co.uk [1] has created an interactive digital out-of-home activation on Ocean Outdoors’ Eat Street @ Westfield, London, aimed at driving participation of their ‘Favourite Flower’ game.
[2]
The ‘flower hunks’ will be standing in front of the digital billboard, encouraging shoppers to upload a message to their chosen friend or loved one. Consumer messages will appear in real-time through the use of computer-generated imagery. A photo-realistic representation of flowers growing in a meadow will display their personal messages on the giant screen. Participants will be provided with a flower to take away which includes a call-to-action and the website address.
Craig Barber, Head of Innovation & Emerging Media at Rapport told us “This activation showcases the very best of digital out-of-home – user generated content, immediacy of message and above all an engaging experience. It provides the perfect platform for our audience to demonstrate friendship whilst ensuring flowers are front of mind as a gift option.”
This activity is part of a campaign with a long-term objective to promote flowers as a gift item. The campaign is financed with aid from the European Union.
This Westfield activation starts on Monday October 20, 2014 and runs for three days.
The campaign was planned and bought by UM London and Rapport [3], with CGI by Grand Visual and experiential from Ambient Media.
About Funnyhowflowersdothat.co.uk
Funnyhowflowersdothat.co.uk is an initiative of The Flower Council of Holland and lets consumers experience that flowers bring complete happiness.
About the Flower Council of Holland
The Flower Council of Holland is a not-for-profit organisation that promotes the sale of floricultural products from the Netherlands on behalf of breeders and growers.