Wrapping foils replicating the Lenor bottle artwork were placed in flower shops across Bucharest, creating surprise for the many customers and, at the same time, free media exposure for the brand in an environment where no competition was present.The area where the action took place is the most circulated one in Bucharest, with more 40,000 pedestrians daily.Also, a Lenor flower delivery service was available for men who wanted to surprise their dear ones offering them a Lenor-wrapped bouquet at their doorstep or in their office.All with very little money and effort.

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 most relevant context was the flower shop. More to that, one week before Easter, Romanians celebrate the Flower Feast, also called the Sunday of Flowers, when they give or send flowers to their significant others or their family.This came out as a perfect context for Lenor to communicate its new Aromatherapy, flower-scented line of softeners.

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 what goes by as cold or classic 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.