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Hot Pickle

Core disciplines: Brand Activation, Events, Experiential marketing

 

FLORASAURUS

Bringing a New Positioning to Life

 

 

Challenge

Flora is committed to helping kids understand where food comes  from and are on a quest to make a positive impact through reconnecting children with the food they eat. The brand team challenged us to bring the ‘Powered by Plants’ ABTL campaign to life and engage audiences at multiple levels: physical, digital and social and press and PR.  And what better way to bring that mission to life than with a 13-meter plant-eating Diplodocus dinosaur made out of real plants.

Solution

An idea born out of Flora’s ‘Powered by Plants’ ABTL campaign, Floraurus was the dramatic focus for an interactive experience, developed in partnership with the Eden Project.

The Florasaurus activation started with the dinosaur being driven around central London on the back of a lorry on its way to Westfield, Stratford. It was a spectacle that got people talking, snapping and sharing.

Florasaurus was the perfect ‘engager’ for attracting kids to learn more about plants. Greeted by a Flora ambassador, each child was invited to dress up – a cool pith helmet, safari jacket and binoculars – to ‘become’ an explorer, excited and ready to enter Flora’s wonderful plant-powered world.

The children, with their parents, were also encouraged to have their photo taken with Florasaurus and to share images on social media. The chance to win one of six family passes to the Eden Project was an extra incentive for visitors to share their experience.

 

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