Fruitstock, the fabulous festival of all things fun, fruity and frivolous, provided the perfect backdrop for this showcase of summer flowers from the Flowers and Plants Association.
The Festival took place on August 5th and 6th and provided the client with an almost endless array of filming opportunities from yoga lessons, circus skills, a farmers market, flower arranging demonstrations and even a ‘flirting tent’. It was therefore decided that, as a change from the online TVchat show which they have used successfully in the past, the client would create a bespoke webTV programme from footage captured at Fruitstock in order to bring the campaign to life, grab the attention of the online audience and maximise on the opportunities presented by the event.
The main objective of the campaign was to make the public aware of the variety and availability of summer flowers and to impress upon them the ease with which you can create stunning displays and even fashion accessories with fresh flowers. Because of the visual nature of the campaign, an online strategy of this kind was an obvious choice and the varied content of the programme made it attractive to media owners and to the public themselves.
In addition to the opportunities provided by Fruitstock itself, the Flowers and Plants Association still had one further rose in their buttonhole in the form of the 1940’s style swing sensation ‘The Puppini Sisters’. The fashionable trio were among the musical acts to perform at Fruitstock this year and worked with The Flowers and Plants Association to create necklaces, bracelets and corsages with summer flowers. Their current popularity and stylish image made them the ideal ambassadors for the campaign as well as providing us with yet another draw for media owners.
This 'watch and learn' style campaign proved extremely popular with coverage secured on 17 sites with a total audience reach of just short of 13.5 million. Sites included Virgin.net, UKTV Style, Tiscali and Period Living. The coverage remained live for an equivalent of over 400 days and the blooming creations brightened our studios for over a week!
To view the webTV show for yourself, click here