Delamaison Digital, Case study Apartment Stores by Publicis Nurun Paris

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Apartment Stores

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Industry Home Furniture, Online Retail & E-stores
Media Digital, Interactive & Mobile, Case study
Market France
Agency Publicis Nurun Paris
Executive Creative Director Elie Trotignon
Creative Director Robert Aquadro
Art Director Truc Trinh
Copywriter Justine Dupont
Production Prodigious
Director Nicolas Gazeau
Released November 2016

Awards

Cannes Lions 2017
Media Sectors: Retail, e-Commerce, Restaurants & Fast Food Chains Silver Lion
Promo And Activation Use of Promo: Experience: Customer Retail/in-Store Experience Silver Lion
Promo And Activation Campaign: Low Budget / High Impact Campaign Bronze Lion
Direct Use of Direct: Use of Ambient Media: Large Scale Bronze Lion

Credits & Description

Delamaison is the French online leader in furniture and design. Unfortunately, a lot of people still hesitate to buy furniture on the web. They want to try before they buy.Idea: 'Apartment Stores' by Delamaison is a free home styling service that turns apartments for sale into temporary Delamaison design shops. We help people sell their homes faster and for more, and get a rent-free showroom out of it. The seller receives a custom made promotional kit to help sell his/her apartment, while at the same time advertising our furniture.Agency:Nurun,Paris
Media: Experiential/ Case Film
Category: Home appliances & furnishings
Client: Delamaison
Agency: Nurun Paris
Production: PRODIGIOUS
Country: France
Executive Creative Director: Elie Trotignon
Creative Director: Robert Aquadro
Senior Creative: Tobias Fant
Senior Creative: Fredrik Junge
Art Director: Truc Trinh
Copywriter: Justine Dupont
Planner: Philippe Martin Davies
Account Director: Cécile Mendez
Managing Director: Jean-Guy Saulou
Account Executive: Olga Papikian
Producer: Isabelle de Mascolo
Production Director: Charlène Plozner
Film Director: Nicolas Gazeau
Sound designer: Carsten Krueger
Post-Producer: Tara Galy-Nadal
Production Assistants: Fanny Rizzotti & Nadia Rouani
Outcome:
Business impac: 19% increase in sales compared to previous year.Each Apartment Stores comes with a fixed cost of 3000€ and delivers up to 1 million total media impressions, thanks to the custom made promo kit (on and offline ads for the apartment/Delamaison’s furniture). Change in behavior: For the first time, Delamaison customers can try furniture before buying, helping to convince buyers who were previous hesitant to make big (furniture) purchases online.
Execution:
Apartment Stores by Delamaison is a free home styling service that turns apartments for sale into temporary Delamaison design shops. It is an ongoing project/business concept that can be deployed at any time. 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.
Synopsis:
Situation: Delamaison is the leading French online retailer for furniture and design, but the brand lacks awareness.Brief: Convince people who hesitate to buy furniture online to shop at delamaison.frObjectives: Improved brand awareness and improved sales
Strategy:
Target audience: People aged 28-55, mainly in larger citiesApproach: Apartment Stores by Delamaison let online furniture customers try before they buy, for the first time.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.
Client Brief Or Objective:
With Apartment Stores by Delamaison, the brand benefits from rent free pop-up shops, whilst increasing brand awareness and free PR thanks to the apartments’ promotional kits.Each Apartment Stores comes with a fixed cost of 3000€ :- stylist (550€)- movers x3 (550€)- photographer (600€)- transportation (600€) - marketing pack (850€)The rents are free.
Relevancy:
It helped a purely online furniture retailer reach customers directly for the first time, without paying the high costs associated with opening a physical shop (rent, salaries, social fees etc). It gave normal people self-interest to cover their area, social media and real-estate websites with posters and other ads promoting Delamaison’s furniture (along with their apartment). Each Apartment Store becomes it’s own organic grassroots PR campaign, for an investment of just 3000€.
Campaign Description:
Apartment Stores by Delamaison is a free home styling service that turns apartments for sale into temporary Delamaison design shops. It is is an ongoing project/business concept that can be deployed at any time. Each Apartment Stores comes with a fixed cost of 3000€ and delivers up to 1 million total media impressions, thanks to the custom made promo kit (on and offline ads for the apartment/Delamaison’s furniture).