Banjo to help 1300 Flowers to bloom
This billboard marks the beginning of a brand new position for florist 1300 Flowers.
Masterminded by Banjo Advertising, the next few days will see the oOh Media supersize billboard sites bloom into life across Sydney, Melbourne and Brisbane.
Banjo MD Andrew Varasdi told Mumbrella: “It’s the start of a new brand. We’re building a new position.”
He said that while competitors tended to commoditise flower buying, “we want to build a position of celebrating the flower.” He added: ‘In the next three or four days the buds will open and become a bunch of beautiful illustrated flowers. That will mark the beginning of the new brand identity.”
What about the media agency involved? Was this not developed in conjunction with media or has a creative agency taken all the credit? Again.
Hi Lucas,
Thanks for your comment. I did mention in the story that Banjo have both the creative and media planning duties for this particular client.
But you’re right that too often the contributions of media agencies get overlooked.
Cheers,
Tim – Mumbrella
a media agency would have put it on a billboard that someone might actually see (without a pair of binoculars).
Looks like an opportunity missed.
Hi Simon,
In part that’s the rubbish zoom on my camera phone!
It was impactful enough that as I was standing on Broadway & Abercrombie St it stood out sufficiently to make me want to find out more…
Cheers,
Tim – Mumbrella
apologies then….I’ll have a look at it on the way home tonight.
It is so so refreshing to see a flower company promoting the flower
and not just 100 arrangements that you can purchase online.
Nice work.
Tom
Wow – an interactive outdoor billboard with a flower opening over a couple of days. aah – hardly ground breaking execution or creative, so best leave out the term “masterminded”.
I dont believe anyone set foot on Venus – did they?
which company is it promoting….its difficult to tell from the billboard!
In relation to the 1300Flowers, with such a large
marketing campaign.How much did the billboard campaign
actually cost? and also the total spent on the flower campaign in
total?