A big outdoor Advertising campaign for a website called “lajoiedesfleurs.com” (the happiness of flowers) is ongoing in Paris. By using a teasing video “Dear Madam, what’s your favorite flower?” repeated on LCD screens in the metro, the campaign encourages people to discover a new website about the flowers. On the website, you can watch the interactive video entirely and find out your favorite flower (supposing you didn’t know it…)
Not surprisingly, I found out the institution behind the website (although it’s not yet very well ranked by search engines): Flower Council of Netherlands, who is also the one behind justcrhys.com and many other website promoting flowers.
Flower industry being an important part of Dutch economy, Flower Council is the only governmental organisation I know doing real “floral marketing”. When I wrote my paper on “Florists’ marketing” 2 years ago, I noticed a decreasing trend of flower consumption in France, a result of competition from other “gift products” like wine and chocolate. In order to maintain the flower consumption at a stable level, the only way is to create new needs more emotional than functional. I’m happy to see finally the creation of “lajoiedesfleurs.com” as a reply to this trend.
I think the vision of Flower Council clearly express this idea:
“We promote all the positive things about plants and flowers, to people in the Netherlands and around the world, by letting people experience the happiness they bring, and by encouraging people to share that fabulous feeling with others.
Not only do flowers and plants look beautiful, they can also boost the mood: cause surprise, bring happiness or offer comfort.
Flowering plants have the power to unleash a wide range of emotions, which all come down to one thing: happiness.
This is what makes the ordinary so extraordinary. Flowers are a rich source of happiness. Something beautiful grows with every plant.”
In terms of execution, although the 5 guys are quite charming, I’m afraid that the style of the website is too much consistent with the homepage of “Flower Council”, meaning a Dutch style not as modern and glamorous as French image of flowers. I personally find it a pity that Flower Council didn’t try to modernize the image of flowers and make them more fashionable. Paris is a fashion capital!