Netflorist: NetFlorist Busts Drought

A campaign created by FCB Cape Town and Hellocomputer for NetFlorist, South Africa's largest online florist and gifting company, came to the business's rescue when sales dried up in 2018. According to managing director, Ryan Bacher, the old adage 'Nothing says I love you quite like flowers' just didn’t hold water when it came to sending them during Cape Town's worst drought in 100 years. “Citizens were limited to just 50 litres a day as the dam levels fell. NetFlorist had to act fast because, as the Cape was drying up, so was business. FCB and Hellocomputer suggested that, instead of telling people to say it with flowers, we change stream and our business, and tell people to say it with a cactus,” he explained. “After years of tradition people needed convincing though, so for every cactus sent, we donated R10 to the National Drought Relief Fund. Soon people were sending cacti to mark every sort of occasion from birthdays, to anniversaries to celebrate babies and new jobs. Sales spiked by 46%, our most successful promotion yet.”