New mission group agency delivers viral romance in time for Valentines Day
1st February 2008
The Mission Marketing Group plc (‘themission®`), the national marketing communications and advertising group, today announces that its newly acquired agency RLA Group (RLA) has been appointed to work for Teleflorist - the UK and Ireland's largest relay network of florists made up of 1,950 UK and Ireland floristry businesses.
RLA will be handling Teleflorist's first ever consumer marketing drive and is kick starting the campaign with an ‘American Beauty' spoof viral, launching in time for Valentine's Day. The viral has been designed to educate consumers on the importance and quality of traditional floristry services over supermarket and high street retail brands boxed bouquets that are centrally manufactured in warehouses. The viral shows a stunning blonde woman lying in a bed of rose petals, mimicking the iconic ‘American Beauty' sequence. The film starts with beautiful flowers and ribbons falling on the girl. But suddenly, the magic is broken as she is bombarded by huge flower boxes. The message is clear: if you want to show someone you love them this Valentine's Day, don't say it with boxed flowers...choose a Real Florist.
The work highlights Teleflorist's unique selling point: that their flower bouquets are always hand-made by local florists, retaining the passion and quality of hand-crafted bouquets as opposed to the mass-produced and centrally boxed flowers of its main competitors. The viral ends with their strap-line: ‘Teleflorist. We take flowers personally.'
The viral will be launched on various sites this week, including YouTube, and can be seen on www.campaignforrealfloristry.co.uk where a 10% discount on all Valentine's Day bouquets can be found.
RLA Account Director, Simon Pride, comments: "We are really excited about this piece of work. Its delivery is beautiful, intelligent and captivating, whilst highlighting the issues surrounding the floristry industry due to mass production and centralisation. "
Iain Ferguson, CEO of themission, commented: "RLA has built its reputation and success by working with major brands to help them to communicate as powerfully and actively as possible through multiple media outlets. Following themission's acquisition of RLA in December this is a great new client win for the agency and a powerful piece of creative work, demonstrating their ability to work effectively with big name national brands.
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