To build sales for Roses Only, we created Tony the Gardener in a 2 minute mini movie on the web. The engagement opened with branded vision, which then activated audio clips (radio) pass-on material (direct marketing), displayed product and connected directly to the Roses Only shop front (website). It compressed traditional marketing and delivered it through a single portal.

A web platform was selected by the 5 person multi-discipline planning team (client, consumer behaviours, creative, technology and process) based on commercial sales and consumer conversion data. The 7 team leaders involved in the execution ensured there was measurement from touch point to touch point and ROI could be generated at any given point in time.

The result was a signifi cant depth of engagement with 9.8% of all viewers going to listen to the audit clips and send "postcards", and 8% of all people who watched the vision going on to browse product directly at the Roses Only site.