Shopper Innovation Awards: Leon’s gets Quebecers moving

The brand used innovative coupons to capitalize on the province's Moving Day.
Leon's Moving Day - Washer

This story appears in the April/May 2016 issue of strategy.

Gold: Original Idea
Gold: Brand New!
Bronze: Small Budget, Big Impact

Every July 1, Quebec experiences a cultural phenomenon known as Moving Day, where thousands of residents move to new homes, all at the same time. Leon’s is relatively new to the Quebec market, and it wanted to generate awareness and drive in-store traffic leading up to Moving Day (the perfect time for people to consider purchasing new furniture).

The problem is that, over the years, many other brands have offered consumers almost everything, from free pizza to beer, to help them out that day.

The furniture that gets left behind on Moving Day typically ends up on sidewalks. These discarded pieces aren’t necessarily old – they’re often just low quality or purchased as a temporary solution and no longer needed.

Leon’s decided to let Quebecers know that its furniture lasts. The “#GetMoveWorthy” campaign, by Taxi, invited consumers to get “move-worthy” furniture by turning discarded items on the street into discounts.

Large, three-dimensional coupons were created and framed around discarded furniture, essentially turning the items into discounts on furniture at Leon’s. Pedestrians were invited to use their smartphones to photograph the furniture and create their own coupons, which could then be shared with others to use via texts and tweets.

As a result, there was a 34.7% increase in sales, a 15.8% increase in store traffic and more than one million earned media impressions.

Credits
Advertiser | Leon’s
Marketing manager | Lewis Leon
Senior marketing executive | Andrea Graham
Social media manager | Autumn Hachey
Marketing translator | Marc Jobin
Regional director | David Leclerc
Agency | Taxi
ECDs | Jeff MacEachern, Pascal De Decker
AD | Dan Cantelon
CWs | Marc Levesque, Thibaut Delelis
Executive producer | Cynthia Hewd
Print production manager | Laura Ducovsky
Group account director | Natalie Calderon
Account director | Rachel McGibbon
Account manager | Rachel Riesel
Production company | 1One Production
Production manager | Veronique Tessler
Producer | John Kennedy
Director | Anthony Ayotte
Photographer | Bruno Florin