The simple action of replacing them offered the brand free media space with great exposure and no competition, highlighting the product feature in a fresh way.

The idea came to life in the flower shops across Magheru Avenue, Bucharest's most circulated area - 15,000-20,000 pedestrians daily.

In an ad-hoc qualitative survey, in terms of creativity and distinctiveness, on a scale from 1-5, 85% of the respondents rated the idea above 4.Last but not least, bloggers (some top 50 most accessed nationwide) have posted articles and photos about the flower shops, mentioning Lenor's bravery for having taken this non-standard approach.

The creative strategic solution focused on a consumer receptivity insight: we started brainstorming contexts in which our consumer was close to freshness in a genuine manner. The winning and truest context was the flower shop. So what we actually did was replace the regular florist buckets with Lenor over-sized bottle-shaped recipients. Since the flower buckets in most Romanian flower shops are neutral and dull, the over sized recipients and the placement within the flower shops were the key elements that would attract passers-by's attention.

Lenor is the no. 1 player in the Laundry Softener category in Romania, with more than 50% market share (March 2010). Medium-anything women, thoughtful about their families and preoccupied with themselves at the same time, have been exposed to Lenor's freshness message through a variety of 'by-the-book' campaigns. The challenge for the agency was to surprise them and those who hold some influence (husbands, friends, children) in a truly daring way, yet keeping the brand promise and character untouched. After having analysed the promises across the category, we found out that the freshness benefit was mainly communicated through "cold" media. This insight led us to the idea that women would be highly responsive to the same freshness promise if we delivered it in a much warmer and pleasant environment.