Targeting the 16-year-old brand’s personal gifting clients which includes NetJewel and NetPerfume as well as floral, the four 30 second radio ads making up the campaign feature the rather naughty character created by FCB Joburg to break through advertising clutter, Harold.
His easy responses to listeners calling in for advice on how to deal with troublesome mothers – coupled with slightly saucy innuendo – make for a laugh a second, and were produced by Frequency.
According to FCB Joburg’s Executive Business Director, Mike Di Terlizzi, the brief to the agency was to remind people of Mother’s Day and give them reasons to buy from NetFlorist. The agency’s solution was to give Harold a more socially relevant voice.
“As far as we are aware, NetFlorist is the only floral brand that has created a character for whom humor is important. The Harold Mother’s Day Hotline therefore offers witty advice, just as Harold has done in previous campaigns,” he said.
“At the same time, it seamlessly provides informative information on all the special promotions NetFlorist is offering for Mother’s Day, including same day delivery for orders placed before noon and something extra for free to show consumers how important Mother’s Day is.”
Creative agency: FCB South Africa
Executive Business Director: Mike Di Terlizzi
Group Account Manager: Wendy Lundie
Creative director: Erin Brooks
Copywriter: Este De Beer, Kgaugelo Mokgehle
Radio producer: Evelyn Bonase
Production companies: Frequency