Brand Experience and Activation > Use of Promo: Experience
APARTMENT STORES
NURUN, Paris / DELAMAISON / 2017
Overview
Credits
Overview
CampaignDescription
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).
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.
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.
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€.
Strategy
Target audience: People aged 28-55, mainly in larger cities
Approach: 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.
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.fr
Objectives: Improved brand awareness and improved sales
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