SILVER: Best Print / Out-of-home Engagement
Leon’s - Leon’s Moving Day
Every July 1, Quebec experiences a cultural phenomenon unique to the province. It's called Moving Day, when thousands of Quebecers move to new homes and apartments, all at the same time.
Leon's is relatively new to the Quebec market and was looking to use Moving Day as a way to introduce its new marketing strategy, as well as to drive in-store traffic leading up to July 1. After all, moving is the perfect time to consider new furniture.
The problem is that over the years, many brands have latched onto the event, offering consumers everything from free pizza and beer to physically helping them move furniture up and down stairs. Leon's needed to not only break through the noise but also introduce the brand to the Quebec market in a pertinent way.
Getting ready for a move means deciding which of your things makes the cut and what doesn't. In Quebec, furniture that gets left behind typically ends up in one place – on the sidewalk. That means the streets and sidewalks get flooded with unwanted furniture on Moving Day. It isn't necessarily old – often just low quality or purchased as a temporary solution and no longer needed.
We needed to let Quebecers know that Leon's sells furniture that lasts. Their products aren't just a temporary fixture that you quickly get rid of.
Our campaign began by telling Quebecers to get "Move-Worthy" furniture, a term we created to distance ourselves from the piles of unwanted furniture cluttering the streets. Then we took it further by turning discarded furniture into discounts. Large, real-life coupons were created and then framed around the discarded furniture across the city, turning the unwanted items into discounts for "Move-Worthy" items at Leon's.
Anyone walking by during this busy time could use their smartphones to immediately interact with the brand: a photo of the coupon became a coupon that could be redeemed at stores. And although coupons themselves are quite traditional, the digital element of these ones allowed them to be texted, tweeted, and shared.
We were able to not only generate awareness of Leon's offerings, but also to get Quebecers to reconsider their furniture purchases as a whole by bringing the overabundance of discarded furniture to light in a creative way. Most importantly, the retail element of the coupons drove consumers to stores.
- 34.7% increase in sales
- 15.8% increase in store traffic
- 1 million+ earned media impressions
Marketing Manager: Lewis Leon
Brand Poobah! of Marketing – Andrea Graham
Social Media Manager: Autumn Hachey
Marketing Translator (QC): Marc Jobin
Regional Director: David Leclerc
Auxiliary Area Supervisor: Charles Dupont
Executive Creative Director: Jeff MacEachern
Executive Creative Director: Pascal De Decker
Art Director: Dan Cantelon
Copywriter: Marc Levesque
Executive Producer: Cynthia Heyd
Print Production Manager: Laura Dubcovsky
Copywriter: Thibaut Delelis
Group Account: Natalie Calderon
Account Director: Rachel McGibbon
Account Manager: Rachel Riesel
Production House: 1One Production
Production manager: Veronique Tessler
Producer: John Kennedy
Director: Anthony Ayotte
Photographer: Bruno Florin