The Royal Horticultural Society Summer 2022

About

The RHS is a charity that promotes gardening and horticulture across the UK, through its 5 gardens and flower shows, the Chelsea Flower Show being the most prominent in their diary.

Problem

The RHS approached Pear OOH to entertain, educate and engage with younger and new audiences with an amazing experiential campaign.

Plan of Action

A cut through engagement campaign with two key audiences, the first was targeting early evening commuters and visitors as they travelled on the main railway line that feeds Hampton Court Palace, the venue of the Garden Festival and specifically the Flowers after Hours Event being hosted on the

8th July.

The target locations included Waterloo Station, Blackfriars Station, Victoria Station and London Bridge. The second part was to take place in Wimbledon, heading towards the All England Lawn Tennis and Croquet Club Championships 2022 venue and visitors as they left Wimbledon Station.

Using RHS sourced thick stemmed Sunflowers, with a self adhesive label wrapped around the stem, the message encouraged direct booking for this fun event – hosting a silent disco with Greg James (BBC R1) and Fleur East plus a ‘share your flower on Instagram’ competition.

Over a period of 42 working hours, 10,500 Sun flowers were handed out.

Key outcome

Well-timed and well-executed, the success of this stunt lies in how a simple magnificent sunflower being handed to unsuspecting commuters stops them in their tracks and their attention to the competition and event becomes enticing! With increased bookings for the event, high social media engagement and sharing, this campaign continues to reach consumers worldwide.