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FCB develops viral campaign for Netflorist

Following the positive reaction to a rather clever - and tongue-in-cheek - print campaign for Netflorist, FCB Johannesburg's creative director team of Gerhard Myburgh and Catherine Thomson expanded the concept into an email viral campaign that is spreading like - well, a virus - over the internet.
FCB develops viral campaign for Netflorist

The campaign comprises and electronic book of beautifully sketched flowers and their 'Latin' names, similar to those published years ago depicting the genus and species of the earth's flora and fauna. 'Botany for Men', however, is a guide to what flowers to present to a wife or girlfriend on those very special occasions - when the men are in deep trouble.

For example, there are flowers from the genus Compensatia: Compensatia Flirtatia Waitressium Curvacea and Compensatia Golfia Weekendium; as well as the genus Amnesium: Amnesium Namus Girlfriendium (ref. intoxicae). The final page of the book is a page from which readers can forward the 'book' to their friends.

FCB develops viral campaign for Netflorist

Says Executive Creative Director, Brett Morris: "It's

FCB develops viral campaign for Netflorist

not every campaign or every client that lends itself to an email-based campaign which, by virtue of the medium, is viral. But for Netflorist, a predominantly web-based company, the opportunity to give a very clever concept 'legs' and take from the print medium to the internet was too good to pass up.

"The email version is as elegant and amusing as the print version, and we're certain it'll take the Netflorist name to many new possible consumers."



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C-Cubed Communications
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11 Aug 2006 14:53

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