Delamaison Case study Apartment Stores [image] Publicis Nurun Paris

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Apartment Stores [image]

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Sector Hogar y Mascotas
Media Case study
Mercado Francia
Agencia Publicis Nurun Paris
Associate Creative Director Robert Aquadro
Executive Creative Director Elie Trotignon
Agencia de production Prodigious
Director Nicolas Gazeau
Publicado abril 2016


Cristal Awards 2016
Promo & Direct Home Grand Cristal France
Promo & Direct Home Cristal (Gold)
Promo & Direct Best use of Ambient in a Promotional Campaign Sapphire (Silver)
Brand Entertainment & Content Best use of innovative distribution channels Sapphire (Silver)
Outdoor Non Conventional Indoor Advertising Sapphire (Silver)
Brand Culture Best direct or relationship marketing campaign Emerald (Bronze)
Media Best use of Ambient Emerald (Bronze)

Creditos y descripciones

Agency: Nurun Paris, France
Client: Delamaison
Product: Home Decoration And Furnishings
Entrant: Nurun Paris, France
Title: Apartment Stores
Product/Service: Home Decoration And Furnishings
Idea Creation: Nurun Paris, France
Pr: Nurun Paris, France
Production: Prodigious Saint-Denis, France
Executive Creative Director: Elie Trotignon (Nurun Paris)
Associate Creative Director: Robert Aquadro (Nurun Paris)
Senior Creative: Tobias Fant (Nurun Paris)
‎Senior Creative: Fredrik Junge (Nurun Paris)
Art Director: Truc Trinh (Nurun Paris)
Copywriter: Justine Dupont (Nurun Paris)
Strategic Planner: Philippe Martin Davies (Publicis Conseil)
Executive Director: Olga Papikian (Nurun Paris)
Account Director: Cécile Mendez (Nurun Paris)
Film Director: Nicolas Gazeau (Prodigious)
Producer: Isabelle de Mascolo (Prodigious)
Production Director: Charlene Plozner (Prodigious)
Sound Designer: Carsten Krueger (Prodigious)
Post-Producer: Tara Galy-Nadal (Prodigious)
Production Assistant: Fanny Rizzotti (Prodigious)
Production Assistant: Nadia Rouani (Prodigious)
Website URL:
The Campaign
The problem with furniture, is that it’s better to see and try things for real.
Opening physical shops in Paris would be an important step to take Delamaison’s business further – but Paris has some of the highest rent prices in the world, which makes it almost impossible for the brand.
The idea: Apartment Stores by Delamaison.
A free home styling service for Parisians selling their homes; helping them sell faster and for more, by transforming them into rent-free Delamaison pop-up shops.
Visitors can try and buy the furniture, the apartment, or both.
Creative Execution
Apartment Stores by Delamaison’s campaign is being promoted through a PR campaign, owned media presence (Delamaison website including a competition to candidate to be an Apartment Store, and via the brand’s Facebook page), the promotional kits (tote bag, flyers, posters) and a website per Apartment Store.
So far sales have increased 20% compared to last year.
We reached 5 Million impressions, on digital (delamaison website, real estate websites,…), PR, launch campaign, film and social media.
For each Apartment Stores created, we generated 550 000 impressions thanks to the street guerrilla, the promotional kit and the visits.
With Apartment Stores by Delamaison, the brand benefits from rent free pop-up shops in Paris, whilst increasing brand awareness and free PR thanks to the apartments’ promotional kits.
The only implementation costs for each Apartment Store are the stylist, the photographer’s and the movers’ wages and the impression of the promotional kit: 5K€
The rents are free.
In Delamaison campaign idea, the consumer and its appartement become a medium and media in itself.
It is a win-win situation: the flat owner profits of the decoration in order to promote his/her appartement to sell and Delamaison exposes its products and generous brand through this appartement and local media kit and word to mouth. Delamaison brand becomes a service provider while promoting its services through the service itself with the help of its consumers.
The campaign enables to reach consumers on a micro-local and one-to-one level.
Insights, Strategy and the Idea
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.
Apartment Stores by Delamaison is a service that helps Parisians sell their homes faster and for more.
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.