To launch Leroy Merlin new e-commerce/home delivery platform we’ve been asked to create something visible and memorable to explain the new service and generate traffic to the website.

The launch was associated to a promotional campaign with special offers on products for terraces (forniture and equipment) and light gardening.

We performed a paradoxical delivery, by bringing a full-equipped terrace directly to our potential clients. An dynamic installation that went around the city of Milan, interacting with people right in the place from which they can get their new balcony forniture: their home.

The stunt eventually became a video content, directly linked to the e-commerce platform.

As it happens most of the times, the question was the answer. Finally you can get anything you need to improve your house directly to your place.

Then, we simply staged how it feels.

First we implement a live stunt in Milan, with a truck bringing our terrace around the city and delivering our promotional message directly to potential clients.

The ambient media also worked as a social content to be shared by viewers and passersby, through #balconyexpress.

The field activity eventually becomes a video published on blogs and social platforms, collecting hundred thousands views in few days.

The video was hosted only a private video social page in order to increase efficiency in commercial traffic with a direct link to products’ pages.

In just one week:

More than 300.000 video views.

More than 80.000 unique visitors on Leroy Merlin.

More than 40.000 unique visitors on Leroy Merlin e-commerce.

More than 15.000 social interactions.

More than 30.000 new likes on Facebook page (+30%).