Tue, 20 Oct 2020 10:01:35 GMT
Other is launching its first campaign with online florist Bloom & Wild, won after a competitive pitch.
Bloom & Wild, the inventor of the letterbox flowers and Europe’s leading and fastest growing DTC flower scale-up, picked Other to help position their challenger brand as they continue to expand.
Together, Bloom & Wild and Other have developed a new brand platform called ‘Care Wildly’, celebrating the raw, honest and unbridled care that sits behind the flowers we send to the people we love.
In the category care is traditionally shown as something soft, clichéd and passive. But when you sidestep the cheesy, cringeworthy and all too perfect image of care that’s been packaged up to us, it’s not actually like that at all.
In 2020 we’re seeing that care is actionable and strong. And it doesn’t just look sweet. It can be brave, vulnerable, creative and fierce. In fact, there’s an entire army of Care Warriors out there.
The platform launches with an AV campaign produced alongside Jack Driscoll at Academy Films. The film bucks the trend of the category by never showing the receiver of flowers, instead focusing on the intense moment a sender is looking to send flowers to a loved one. The main film features a young woman the moment she’s searching for the right words for a thankyou note. The viewer sees the women search her memory, trying to find the right words to say. The final part of the note reveals she’s thanking her big sister for stepping up and being a mother figure too.
The platform was shaped by how Bloom & Wild do business every day. They’re the first company to recognise certain category peaks, such as Mother’s Day, could be tough for customers. So, they allow them to opt out of reminders around certain calendar dates. It led them to create ‘The Thoughtful Marketing Movement’ which now has over 130 brands as members.
Bloom & Wild brand and communications director Charlotte Langley says: “Our new ‘Care Wildly’ platform is inspired by our wildly caring customers who are there to celebrate the highs and step up for the lows in life. So often our category is guilty of only presenting smiling women with perfect lives. And to be honest, we haven’t done much to challenge that to date. With our new ‘Care Wildly’ platform we want to honestly reflect the complex, supportive and beautiful relationships and moments we choose to mark by sending flowers.”
Other creative leader Kyle Harman-Turner says: “Bloom & Wild care wildly for their customers. The founder went around London measuring different letterbox sizes to ensure that the product would deliver just right. They even have a job title of 'Customer Delight Lead' for goodness sake. Fuse that with Other, who care wildly about making work that resonates with real people and pushes past the category cliches, and we’re setting out on an exciting journey together. Care Wildly is a platform that can live for the next ten, twenty years. Even beyond.
Don’t just send flowers. Care Wildly.”
To continue to show their commitment to those who care wildly day in day out, Bloom & Wild are also announcing a partnership with Carers Trust. The UK's leading charity for unpaid carers, Carers Trust works to improve support, services and recognition for unpaid carers across the UK. Bloom & Wild will be supporting their work by donating 15% of profits from every Florist’s Pick bouquet sold.
‘Care Wildly’ launches Tuesday October 20th at 20:35 during The Great British Bake Off on Channel 4. It will run in the UK, before hitting other European markets next year. Media planning and buying has been managed by the agency Goodstuff.
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Genres: People, Storytelling
Categories: Mailorder, Retail and RestaurantsMother, Tue, 20 Oct 2020 10:01:35 GMT