Title	APARTMENT STORES
Brand	DELAMAISON
Product/Service	HOME DECORATION AND FURNISHINGS
Category	A02. Durable Consumer Goods
Entrant	NURUN Paris, FRANCE
Idea Creation	NURUN Paris, FRANCE
PR	NURUN Paris, FRANCE
Production	PRODIGIOUS Saint-Denis, FRANCE

Name	Company	Position
Elie Trotignon	Nurun Paris	Executive Creative Director
Robert Aquadro	Nurun Paris	Associate Creative Director
Tobias Fant	Nurun Paris	Senior Creative
Fredrik Junge	Nurun Paris	‎Senior Creative
Truc Trinh	Nurun Paris	Art Director
Justine Dupont	Nurun Paris	Copywriter
Philippe Martin Davies	Publicis Conseil	Strategic Planner
Olga Papikian	Nurun Paris	Executive Director
Cécile Mendez	Nurun Paris	Account Director
Nicolas Gazeau	Prodigious	Film Director
Isabelle de Mascolo	Prodigious	Producer
Charlene Plozner	Prodigious	Production Director
Carsten Krueger	Prodigious	Sound Designer
Tara Galy-Nadal	Prodigious	Post-Producer
Fanny Rizzotti	Prodigious	Production Assistant
Nadia Rouani	Prodigious	Production Assistant

The Campaign

The problem with furniture, is that it’s better to see and try things for real. Opening physical shops in Paris would be an important step to take Delamaison’s business further – but Paris has some of the highest rent prices in the world, which makes it almost impossible for the brand. The idea: Apartment Stores by Delamaison. A free home styling service for Parisians selling their homes; helping them sell faster and for more, by transforming them into rent-free Delamaison pop-up shops. Visitors can try and buy the furniture, the apartment, or both.

Creative Execution

Apartment Stores by Delamaison’s campaign is being promoted through a PR campaign, owned media presence (Delamaison www.apartmentstores.fr website including a competition to candidate to be an Apartment Store, and via the brand’s Facebook page), the promotional kits (tote bag, flyers, posters) and a website per Apartment Store.

So far sales have increased 20% compared to last year. We reached 5 Million impressions, on digital (delamaison website, real estate websites,…), PR, launch campaign, film and social media. For each Apartment Stores created, we generated 550 000 impressions thanks to the street guerrilla, the promotional kit and the visits. With Apartment Stores by Delamaison, the brand benefits from rent free pop-up shops in Paris, whilst increasing brand awareness and free PR thanks to the apartments’ promotional kits. The only implementation costs for each Apartment Store are the stylist, the photographer’s and the movers’ wages and the impression of the promotional kit: 5K€ The rents are free.

In Delamaison campaign idea, the consumer and its appartement become a medium and media in itself. It is a win-win  situation: the flat owner profits of the decoration in order to promote his/her appartement to sell and Delamaison exposes its products and generous brand through this appartement and local media kit and word to mouth. Delamaison brand becomes a service provider while promoting its services through the service itself with the help of its consumers. The campaign enables to reach consumers on a micro-local and one-to-one level.

Insights, Strategy and the Idea

Together with Delamaison, we have created an innovative service that brings Delamaison a brand awareness campaign opportunity, whilst at the same time it helps thousands of people wanting to sell their apartment. Apartment Stores by Delamaison is a service that helps Parisians sell their homes faster and for more. After a selection process, a Delamaison stylist helps redesign the apartment with furniture that is sold by the retailer. A Delamaison photograph will then take professional pictures of the apartment, and a promotional kit made of posters and flyers will be provided, for consumers to show off their apartments in their whole neighborhood. Visitors can then try and buy the furniture, the apartment, or both.