DAFFY'S APARTMENT by Johannes Leonardo for Daffy's

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Industry Apparel & Accessories Stores
Media Promo & PR, Case study
Market United States
Agency Johannes Leonardo
Creative Director Johannes Leonardo
Art Director Katie Potochney
Copywriter Sara Shelton
Released July 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: DAFFY'S
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: JOHANNES LEONARDO, New York, USA
Founder & Co-Chief Executive Officer/Creative Director: Johannes Leonardo (Johannes Leonardo)
Creative Director: Johannes Leonardo (Johannes Leonrdo)
Agency Producer: Matthew Mattingly (Johannes Leonardo)
Account Director: Matt Ahumada (Johannes Leonardo)
Copywriter: Sara Shelton (Johannes Leonardo)
Art Director: Katie Potochney (Johannes Leonardo)
Media placement: Print - Time Out NY/ NY Mag - 22 July 2009
Media placement: Online Banners - Daily Candy / Time OUt NY Online - 20 July 2009
Media placement: Facebook Page - Facebook Online - 20 July 2009
Media placement: OOH/Wildpostings - NPA - 27 July 2009
Media placement: Radio - WHTZ, WKTU, WWPR - 23 July 2009
Media placement: Tear Away Flyers/Guerilla - Guerilla - 30 July 2009
Media placement: OOH/In Store - Store Windows Daffy's - 23 July 2009
Media placement: Online Video - Youtube - 20 September 2009

Results and Effectiveness
Brand awareness significantly increased, including a NY Times feature story, 3-minute ABC7 News segment, and on-air WPIX Channel 11 kick-off; totaling 90MM impressions. In addition, we had 3,864 entries and 10,000 votes, resulting in 375 hours of time consumers spent engaged with the brand. Website traffic increased 257% (from 700 visits to 2500) time on site increasing 218%. Daffy's was experiencing their worst sales in over three years during the June through August time period. With increased awareness and relevancy, we were able to reverse the negative trend and return sales to even levels, with certain stores experiencing increases.

Creative Execution
We bought some space – but in the form of a luxury West Village apartment. We leased a $7000/month apartment and rented it for a mere $700/month – an unexpected demonstration of Daffy’s core promise. We installed transportable entry booths that rotated throughout the 18 Daffy’s locations, where consumers would plead their case for this dream apt in a 30" second video. Awareness was driven through dedicated creative displaying both the interior and exterior of the appartment in print, online, OOH, store windows and instore collateral. Street teams surrounded key store locations increase participation and awareness during heightened shopping times. With over 3,860 entries, we selected the top 5 videos and posted them to daffys.com, where consumers could vote for their favourite contestant. The five finalists created their own campaign to support their cause, utilising everything from social networks, to flyers, T-shirts, and church choirs. With over10,000 votes compiled, we selected our winner.

Insights, Strategy & the Idea
The economy was collapsing. Consumers were looking to cut back in every sense. And traditional retailers were closing in on our deep discount territory. As the original off-price retailer and native to the Tri-State area, we needed an idea that would breakthrough the clutter of ‘Sale’ signs and re-introduce New Yorkers to the value Daffy’s offers everyday. We needed a way to re-frame value. An idea that would re-teach people that value was not about how much you paid for something, but rather, what you got for your money. In order to do so, we wanted to take the conversation away from the Retail or Fashion category and use something every New Yorker could relate to – rent.