Saatchi & Saatchi New York's spots for the subscription service are being launched in time for Valentine's Day to capitalise on the popularity of sub services, especially during the pandemic
Saatchi & Saatchi NY, the agency behind Tide's Jason Alexander Super Bowl spot, has released its new campaign for The Bouqs Company. This marks the first time The Bouqs Company has worked with an agency.
The campaign, titled 'You're Fancy Now', celebrates the ways in which millennials love to 'upgrade' their lives by introducing Bouqs brand new floral subscription service. The subscription service is being launched in time for Valentine's Day to capitalise on the popularity of sub services, especially during the pandemic.
The entire shoot was done remotely with a cast and crew in Buenos Aires being directed virtually by the Saatchi team in New York.
'You're Fancy Now' is the second campaign this year - and all time - between The Bouqs Company and Saatchi & Saatchi NY. The first campaign premiered at the end of January and was titled 'Long-Lasting Flowers for a Long-Lasting Relationship'.
What are the biggest differentiators for Bouqs' sub service?
While the eCommerce and subscriptions business units both deliver flowers, the subscriptions business is fundamentally different and comes with its own challenges. As a newer offering, its challenge was to help grow subscriptions when people don’t think of subscribing to flowers. But subscriptions, in general, are very hot right now – so the brand really consider all monthly subscriptions to be its competitive set versus flower delivery alone. That’s a much more crowded space to play in and one where it needed to gain awareness of the subscriptions offering and establish superiority for The Bouqs Co.
What was the inspiration for the 'fancy' theme?
The customer directly inspired the creative idea. Saatchi spearheaded an iterative strategic process leveraging primary and secondary research, loads of data and working sessions with the client team to establish potential propositions for the subscriptions offering. Bouqs then translated those potential positionings into real social ads to see which drove the most customer appeal. Clicks and conversions helped land the positioning, and directly inspired the brief for this campaign: 'You’re Fancy Now.'
Daniel Lobaton, CCO of Saatchi, commented: "We know there’s a lot of subscription services out there and we wanted to poke some lighthearted fun at what this 'subscription' lifestyle has become. Standards become way higher, this is what we’re calling 'fancy' in a cheeky way. Regular coffee is not enough, regular cleaning is not enough, regular cooking isn’t enough, so why would you be happy with just 'regular' flowers when your home can be completely refreshed with beautiful flowers from the Bouqs delivered right to your door as a subscription?
What made the client go with this concept?
What Bouqs collectively love about this idea is that it’s based in a very real and relatable insight. A flower subscription is not in the consideration set for everyone, but it is really perfect for people who are looking around and upgrading all corners of their life. Fresh flowers are a wonderful way to reward yourself and make you and your space feel better. While there are many ways to say it, 'You’re Fancy Now' is fun, bright, and really feels meme-able. The team had a very very long list of indications that 'you’re fancy', which was proof to everyone that there was strength in the insight and idea. It was a tough job to narrow from 40+ 'fancy' scenarios to just a handful for production.
Any fun behind the scenes tidbits or stories?
The subscriptions campaign was shot entirely remotely with the cast and crew in Buenos Aires. Working with the director, Felipe, and production crew at Primo, the team leveraged learnings from a prior shoot to make the subscriptions shoot smoother; but a 20-hour remote shoot day is still a long day, especially when that day starts at 1am client time, 4am agency time, and 6am crew time. The team kept time in cups of coffee. Hardest of all? The art of arranging a bouquet of flowers virtually. This led to a lot of "move the red one, no, the other red one” conversations.
"Arranging the flowers virtually with a team in Buenos Aires is always good fun." added Daniel.