Leroy Merlin challenged Nexxus Italy - Caleidos Teenagency to provide an unconventional campaign for a new Leroy Merlin store opening in Rome. It must focus on a particular area. It must also have a “grassroot” engagement and generate word-of-mouth about the opening.
Nexxus Italy - Caleidos Teenagency created an entire series of widespread guerrilla performances, ambient media, radio, mobile marketing below the line and installations. They were all inspired by the concept “It’s easy with Leroy Merlin.”
All the activities were carried out in the new store area: new “road signs” showing materials and tools needed to build up common elements in the urban environment, such as mailboxes; bus shelters, litter bins, etc. Unusual “For Sale” signs looking for houses to restore, 3D outdoor ads with a real window opening from the board and a real flower cascade, lifesize elephants made out of trimmed hedges popping up in downtown Rome, live performances during which houses were assembled in real time in front of a spontaneously gathered crowd.
Performance Awaiting campaign results