| Title | TUTORIAL FOR GOOD |
| Brand | LEROY MERLIN ITALIA |
| Product/Service | LEROY MERLIN |
| Category |
B04. Business Citizenship / Corporate Responsibility & Environmental |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Placement
|
MAXUS GLOBAL Milan, ITALY
|
|
Production
|
THINK CATTLEYA Milan, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Luca Cinquepalmi |
Publicis Italy |
Creative Director |
| Francesco Epifani |
Publicis Italy |
Associate Creative Director |
| Francesco Epifani |
Publicis Italy |
Associate Creative Director |
| Marco Venturelli |
Publicis Italy |
Creative Director |
| Emanuele Viora |
Publicis Italy |
Associate Creative Director |
| Giovanna Favoroso |
Publicis Italy |
Copywriter |
| Alice Teruzzi |
Publicis Italy |
Art Director |
| Federica Fragapane |
Publicis Italy |
Account Director |
| Marta Gambotti |
Publicis Italy |
Account Executive |
| Guglielmo Pezzino |
Publicis Italy |
Strategic Planner |
| Federica Manera |
Publicis Italy |
Agency Producer |
| Giovanni Fantoni Modena |
Think Cattleya |
Director |
| Iacopo Farina |
Think Cattleya |
DOP |
| Marco Proserpio |
Think Cattleya |
Editor |
| Stefania Savona |
Leroy Merlin Italia |
Communication Director |
| Cinzia Cali |
Leroy Merlin Italia |
Project Leader Communication |
| Alessandra Cascione |
Leroy Merlin Italia |
Project leader communication |
The Campaign
The first DIY tutorials shot inside charities and shelters to help renovate them.
Execution
Instead of filming our tutorials in studio, we have created a new format to achieve zero waste. We shot the tutorials inside Charities to renovate them.
We start from Casa della Carità , which is a shelter home in Milan. Instead of wasting the material used during the shooting, this same material and tutorial renovated the shelter homes.
By doing this, we helped a Charity that hosts more than 1200 people monthly.
We put Tutorials on You Tube, each of them ends with a call to action for other Charities. Tutorial for Good has become a format and it is now available to all needy charities. More than 40 have already adhered to the project.
Number of charities who have asked to participate to the project: 178
Websites that have talked about the initiative in Italy in 3 weeks: more than 100
Total impressions through all web channel activated: 19.200.000
Facebook views : over 1.400.000
Clicks to website : 1.950.836
Number of charities who have asked to participate to the project: 178
Number of charities who have asked more info about the project: more than 400
Growth of Leroy Merlin Italia Facebook fans: +9%
Growth of Leroy Merlin Italia Twitter fans : +6%
The Situation
Youtube is full of DIY tutorials usually shot in the studio by DIY companies.
We came up with a way to turn this kind of video into a twice useful tool: to those who watch it online and to those who experience it every day.
The Strategy
The strategic choice was to use tutorials; a media whose content is strictly functional, used to convey very different values.
The surprising context of the media focuses on the message and guides the consumer towards the discovery of a new approach to a manual activity, that helps it become symbolic and ethical. Just like the brand promise, it was able to make the most of the media change to make consumers experience first hand how and how much DIY in turn builds emotional benefits related to life values.