Tenders Are Invited For Advertising And Marketing Services – Strategy, Creation And Implementation Of A B2c Campaign Around Flowers And Plants In Flanders

Advertising And Marketing Services – Strategy, Creation And Implementation Of A B2c Campaign Around Flowers And Plants In Flanders. Vlam – Floriculture Wants To Develop And Roll Out A New B2c Campaign For Flowers And Plants. The Assignment Starts From The Strategic Challenge To Reverse The Downward Trend In Spending On Floricultural Products, With An Emphasis On Activation And Increasing The Purchasing Frequency Among Flemish Consumers. The Campaign Should Make Flowers And Plants More Relevant In Peoples Daily Lives. It Must Create Spontaneous Moments Of Purchase And Use, Lower Barriers And Strengthen The Emotional Value Of Flowers And Plants. Communication Must Remove Uncertainties Surrounding Purchase Choice, Maintenance And Care, Increase Competence And Confidence, And At The Same Time Respond To Associations Such As Life, Atmosphere, Color, Tranquility, Coziness, Identity, Well-Being And Connection With Nature. The Primary Target Group Consists Of Flemish People Aged 25 To 64 Who Have A Positive Attitude Towards Flowers And Plants And Who Still Have Clear Growth Potential: Uncertain Interested Parties, Practical Buyers And Convenience Buyers. The Campaign Does Not Primarily Target Very Frequent Buyers Or Consumers With Very Low Affinity. In Addition, The Campaign Must Also Contain An Educational Layer, Aimed At Strengthening Knowledge, Familiarity And Positive Attitudes About Flowers And Plants. It Is Important To Reach Future Floriculture Buyers Today Through Their Parents, Through Accessible, Family-Oriented Content Or Activations. In Terms Of Content, You Are Asked To Develop An Overarching Campaign Concept For Flowers And Plants, With Sufficient Unity Between The Expressions, But With Room For Activating Effects Per Segment: Cut Flowers, Houseplants And Outdoor Plants. The Segmentation Must Start From Consumer Logic, Rather Than From Purchasing Channels. The Assignment Includes Concept Development, Creative Elaboration, Content Translation, Educational Translation, Activation, Distribution/Promotion, And Where Relevant The Integration Of Local Origin (Green From Us). This Assignment Is Separate From The Recently Announced Framework Agreement For Vlams Agri-Food Campaigns. This Framework Agreement Relates Exclusively To Nutrition Campaigns. This Floriculture Communication Was Deliberately Excluded From That Assignment Because The Market Context, Objectives, Target Groups And Behavioral Challenges Differ Greatly From Those Within The Food Sector. Vlam Has Therefore Chosen To Set Up A Separate Process For The Flower And Plant Sector That Specifically Responds To The Challenges Of This Sector.

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