Artists were gathered and invited to illustrate each section of the store using art installations. They had free pass in the store and could choose and use the material they wanted. In total there were 14 works, each representing a section of the store. All the pieces where then exhibited at Rabieh Gallery in Sao Paulo, Brazil and their illustrations will be used later on in the brand’s communication campaign throughout 2015. Proving Leroy Merlin’s positioning: Everything to build anything.

After two months of campaign the main objective had been reached: make the brand become a reference, getting ahead of the competition. There was an increase of 226% in free media in relation to the previous year. And other numbers prove the evolution of the 2014 campaign: 370% more clicks, CRT growth of 634%, 470% more views of the film compared to the last one and 3,300% of growth in the number of shares on Facebook. The campaign will continue until the end of the year.