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Challenge:

When Cape Town experienced the worst drought in 100 years, Netflorist, South Africa’s biggest online florist, had to act fast. Because as the Cape was drying up, so was business.

So, instead of telling people to say it with flowers, Netflorist changed their business, and told them to say it…with a cactus.

Idea:

We revamped the Netflorist website, changing flower bouquets to an assortment of cacti, and changed all the media to cacti too. We also created media for every occasion, letting people know that whether it was a birthday, baby shower or get well soon, say it with a cactus, and Netflorist will donate R10 to drought relief for each purpose.

Results:

Before long, the cactus had become a new symbol for love and care all over South Africa, and while business should have withered away, sales spiked by 46%

But best of all, hundreds of thousands of Rands were donated to the drought relief fund, and just as we were about to change our name to Netcactus, it rained.