Kingsday and The Flower Council of Holland deliver innovative Vitamin H campaign
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An innovative campaign called Vitamin H is aiming to put the houseplant at the centre of attention. (In Dutch: Vitamine Kamerplant, in German: Vitamin P).
The campaign is created by The Flower Council of Holland and agency Kingsday.
The premise behind Vitamin H is that people feel more comfortable when their home is filled with plants. They help with relaxation, vitality and concentration. The campaign organisers state “That’s why we call houseplants: the best care product in your home. We purposely move into the territory of cosmetics and health products. With headlines like “Reduces the wrinkles in your working day” and “Brings vitality in the bedroom”.
In the campaign you create your own personalised pot on the website and collect it in a dedicated store, situated in one of Europe’s premier high streets.The promotional pots take the shape of a cosmetics tester, a mini plant fitted into a cream jar, personalised for the recipient.
In the Netherlands, the store is open for a week and located in the Kalverstraat in Amsterdam. In Germany, the store is open for two weeks and located in the Galleria Hamburg in Hamburg. The rest of Europe will follow suit in the next year. In total 37,500 jars of Vitamin H are available.
The campaign is supported with an extensive media plan and PR offensive; ads in lifestyle magazines, digital banners, OOH media, editorials and PR stunts (for example: Vitamine H pots were given to all new members of the Dutch parliament.) Retail and distributors were also actively involved with spreading the message to the consumer.
