Interflora, the UK’s leading flower delivery network, is putting photos and messages ‘crowdsourced’ from the British public at the heart of its exhibit at this year’s RHS Chelsea Flower Show, which opens next week.
The creative idea behind the garden, titled ‘The Message’, was to ask consumers to use it to share the heartfelt and uplifting messages they would normally say with flowers. Interflora asked the public to submit images for the garden through a dedicated dynamic app, developed by digital and search agency, Branded3.
In exchange for entering photos and messages, consumers have been entered into a prize draw to win either tickets to the exclusive, invite-only ‘After Hours’ event at the flower show or one of 20 Laurent Perrier champagne gift sets.
Interflora’s marketing director Michael Barringer says: “The idea of ‘The Message’ is the central theme of our exhibit at Chelsea this year and, as our presence on social media has grown significantly over the last 12 months, we wanted to create an engaging piece of content to compliment and contribute towards the exhibit and the app has done just that.”
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