PROBLEM
Despite over 20 years of communication, Italians continue to misspell the pronounce
of “Leroy Merlin”. And therefore they misspell it also when writing it. In fact, about 130,000 searches per month relating to the brand report wrong names, normal typos which, however, are transformed into fewer accesses to the main website and the Facebook page.
of “Leroy Merlin”. And therefore they misspell it also when writing it. In fact, about 130,000 searches per month relating to the brand report wrong names, normal typos which, however, are transformed into fewer accesses to the main website and the Facebook page.
IDEA
Transforming typos into real web domains and Facebook pages to show how easy is to fix mistakes with Leroy Merlin and its DIY courses.
EXECUTION
We have created web domains and Facebook pages dedicated to each single misspell,
about 30: MerlinLeroy.it, LeroyBerlin.it, EroiMerlin.it, MerlinMerlen.it, LeruaMerlin.it, LeroyMerlino.it, LeroyEtMerlin.it, LeMerlin.it, LeroyMa.it, LeoMerlin.it, LeroyMerly.it, LoreMerlin.it, LeroyMr.it, LorenMerlin.it, RoisMerlin.it, EuroMerlin.it and even more.
about 30: MerlinLeroy.it, LeroyBerlin.it, EroiMerlin.it, MerlinMerlen.it, LeruaMerlin.it, LeroyMerlino.it, LeroyEtMerlin.it, LeMerlin.it, LeroyMa.it, LeoMerlin.it, LeroyMerly.it, LoreMerlin.it, LeroyMr.it, LorenMerlin.it, RoisMerlin.it, EuroMerlin.it and even more.
RESULTS
2,9 Millions people reached only on Facebook
1.6 Millions of views
2K Comments received
98% of Leroy Merlin DIY courses booked during the campaign
CREDITS
Agenzia: Publicis Milano
Executive Creative Director: Davide Boscacci
Creative Director Copy: Paolo Bartolucci
Creative Directors Art: Francesco Epifani, Livio Gerosa
Copywriter: Jacob Salmona Arcari
Creative Directors Art: Francesco Epifani, Livio Gerosa
Copywriter: Jacob Salmona Arcari
Art Director: Fabrizio Calzanegra
Head of Social: Stefano Perazzo
Social Media Strategist: Andrea Biolcatti
Head of Social: Stefano Perazzo
Social Media Strategist: Andrea Biolcatti
