B01. Corporate Communication & Reputation Management
Entrant
PUBLICIS ITALY Milan, ITALY
Idea Creation
PUBLICIS ITALY Milan, ITALY
Media Placement
MAXUS GLOBAL Milan, ITALY
Production
THINK CATTLEYA Milan, ITALY
Credits
Name
Company
Position
Bruno Bertelli
Publicis Italy
Creative Director
Cristiana Boccassini
Publicis Italy
Creative Director
Marco Venturelli
Publicis Italy
Creative Director
Luca Cinquepalmi
Publicis Italy
Creative Director
Emanuele Viora
Publicis Italy
Associate Creative Director
Francesco Epifani
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.