While others saw discarded furniture as trash, we saw an opportunity. To let people know that Leon’s sells furniture that always makes the move, we turned furniture on the side of the road into our ads. We created Moving Day Coupons: real-life 3-dimensional coupons that were framed around discarded furniture across the city of Montreal, turning the furniture itself into discounts for new furniture you’d actually want to keep from Leon’s.

Anyone walking by during this busy time could use their smartphone and immediately interact with the brand and create their very own coupon. The photo of the coupon became their coupon, valid at any of Leon’s 50+ locations. And although coupons themselves are quite traditional, the digital element of these allowed for them to be texted, tweeted, and shared to others that didn’t get a chance to see the coupons in person.

The execution began with creating 12 customized coupons. Each was built to frame one specific type of furniture. Smaller coupons were created for items such as side tables and chairs, with bigger coupons for items such as fridges and couches. Then each coupon was given a headline speaking to the unfortunate demise of the discarded furniture, as well as a photo of a brand new item from Leon’s that could replace the specific furniture that was discarded.

We then scoured the city of Montreal, searching for recently discarded furniture on the side of the road to turn into our ads. By using the sidewalks as our locations, we were able to break through the clutter of this hectic time and speak to our target while they were in the act of moving.

The coupons ran in Montreal over the course of 3 days leading up to Moving Day.

Compared to the same sales period as the previous year, Leon’s saw a 34.7% increase in sales and a 15.8% increase in store traffic - a big jump for a company with only 1.8% of the market share.

We were able to not only promote the quality and style of Leon’s products, but also get our target to reconsider their furniture purchases as a whole by bringing the overabundance of discarded furniture to light in a creative way.