Umpf was briefed to create a splash around Yorkshire Day for White Rose Shopping Centre, and our objectives were to integrate media outreach, social media, and an experiential event. Our idea was to create the UK’s largest bouquet of white roses – a stunt with excellent visual impact, literal use of the ‘White Rose’ messaging, and a feel-good event celebrating the region.
How we did it
We sourced a flower artist to create the installation of 2,000+ flowers, and a florist to host free buttonhole-making workshops through the day – a surprise giveaway to visitors. The florist also hosted a flower crown-making workshop for local influencers invited by Umpf.
Umpf raised interest ahead of time via a social media giveaway in which entrants were asked to nominate someone to receive a bouquet of white roses. A geo-targeted Snapchat filter was also created to target a younger audience.
The white rose sculpture was unveiled on the morning of Yorkshire Day. Signage directed visitors to the Snapchat filter and hashtags, and print and broadcast media were in attendance.
Towards the end of the event, White Rose staff began distributing the roses to passers-by as a surprise-and-delight activity. After the event, a timelapse of the overnight installation was shared via social media.
The campaign generated 23 pieces of coverage over Yorkshire Day, including print, online, and broadcast – a circulation of 2.6m, including two front-page picture-led pieces. The story dominated the regional media around Yorkshire Day and re-introduced White Rose as a Yorkshire institution.
pieces of coverage
social media reach