| Title | DIY RECIPES |
| Brand | LEROY MERLIN |
| Product/Service | LEROY MERLIN |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Media Placement
|
HAVAS MEDIA FRANCE Puteaux, FRANCE
|
|
Production
|
MINUTEBUZZ Paris, FRANCE
|
Credits
| Stéphane Xiberras |
BETC |
CCO |
| Olivier Apers |
BETC |
Executive Creative Director |
| Jean-Marie Gâteau |
BETC |
Creative Director |
| Alice Mounoury |
BETC |
Art Director |
| Danaé Bilheude |
BETC |
Copywriter |
| Nathalie Jacquier, Carole Penillard,Sarah Guilloteau |
BETC |
Agency Management |
| Erwan Soquet, Agathe Ruckebusch, Muriel Croisile |
BETC |
Brand Management |
The Campaign
Insight: When you’re renovating your kitchen, it's very complicated to cook.
Our response was 5 recipes made entirely with DIY tools.
Campaign Success
We created real cooking tutorials videos in line with the cool look and feel of all Food Fan pages (such as Tasty ou Superbon etc..) mainly on topshot camera, with descriptions of all the ingredients and tools used.
Describe the success of the promotion with both client and consumer including some quantifiable results
- 4 000 000 views
- 20 000 likes
- 5 400 shares
- Thousands of comments
Explain why the method of promotion was most relevant to the product or service
To engage people and make them aware of the Leroy Merlin kitchen range, we created real cooking tutorials of meals made only with DIY tools. The videos were posted on the SuperBon food blog, Facebook and on the Leroy Merlin website.
Videos are made in partnership with the most popular French fanpage food SuperBon by Minute Buzz, and diffused during the Tasting week (October)in France.