WE MAPPED THE UK WITH FLOWERS

PR activations to kick start the gardening season

THE CHALLENGE
Spring is a key time for gardening retailer Dobbies and it’s important they are front of mind as people start to think about buying flowers and plants.

THE BRIEF
Deliver bright, bold and visually arresting national news coverage to raise awareness of Dobbies and its retail offering, with a focus on flowers, trees and plants.

THE SOLUTION
For Mothers’ Day we created a flower map of the UK. Using a visual survey, we asked UK mums which flowers they would most like to receive. We took the very diverse results and used them to create a ten-foot flower map of the UK, which comprised more than 2,000 individual flowers and showcased the choices of mums across 30 cities.

For Easter we brought to life a celebrated and popular icon of the holiday by creating a giant Easter bunny topiary. We photographed the eight-foot-high herbaceous bunny at the top of Greenwich Park with the London skyline in the background to give us a stunning picture story for national press.

THE OUTCOME

We put a spring in people’s gardening step and inspired them to get out in the garde. 19 pieces of coverage with an OTS of over 338 million. 7 national news pieces and an appearance on Good Morning Britain.