| Title | TUTORIAL FOR GOOD |
| Brand | LEROY MERLIN ITALIA |
| Product/Service | LEROY MERLIN |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
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 |
| 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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%
Explain why the method of promotion was most relevant to the product or service
We have turned the aseptic shooting of a DIY videotutorial into a charity activity that engages the shelter home guests, Leroy employees and volunteers who work in the NGOs.
Objective: conveying the great attention of Leroy Merlin for activities of social utility that have always distinguished it and engaging the consumers by telling and showing them the important effect that even one tutorial can have in people's lives.