NetFlorist / Happy Cam
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
South African florist films its deliveries so senders can see how happy flowers make their loved ones
NetFlorist, an online florist in South Africa, wanted men to send flowers more often, not just on birthdays or anniversaries.
To encourage this behaviour, NetFlorist worked with FCB Cape Town to create the Happy Cam and show men how much the flowers meant to their loved one.
A targeted online banners drove men to the NetFlorist website where they could order flowers and then select the Happy Cam option.
Those that clicked the option were sent footage – taken from a camera hidden in the cap of the delivery man or woman – of their loved one receiving the flowers. The sender could then share this footage on social media.
Contagious Insight /
A reason for purchase / It sounds cynical but buying flowers for a loved one can be a grudge purchase for men – there’s just not much of a thrill in it for them. That goes double for ordering flowers online when the sender is robbed of the opportunity to see the reaction that their generosity has provoked.
Increasing purchase frequency is a perennial problem for florists and promoting behaviour change through self-interest is a reliable strategy. Happy Cam is a creative solution that makes ordering flowers more appealing by making the act less altruistic.
Normalising behaviour / The novelty of the Happy Cam also serves as a hook, which could then help normalise the behaviour of buying flowers for a loved one outside of special occasions. The option to share the footage on social media does the job of spreading the message while the sender gets to tell his news feed about the nice thing he did.
An incidental benefit is that the Happy Cam could reassure those with niggling concerns over whether flowers ordered online are delivered to their instructions.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.