Easy is the top home equipment center, but in the rapidly growing digital retail landscape, many in our target audience are unaware of our digital presence. Our objectives are threefold:

-Maintain our leadership position in TOM (Top of Mind) as the go-to home center specialist.

-Change perceptions by highlighting Easy as a multiplatform retailer, emphasizing the ease of shopping on our ecommerce platform to drive online traffic.

In the commercials, we'll see the necessary steps to get a malfunctioning appliance to work properly. A voiceover will narrate the step-by-step process of each action, comparing how many steps are needed to fix the appliance versus the steps required to purchase a new one on Easy's website.

We successfully increased all KPIs, from awareness to preference and even purchase intent. 1.47 million users recall the campaign, a 30% lift compared to the control group. These contents contributed to enhancing TOM, which was the key KPI for Easy and the segment. Since 2020, due to the pandemic, TOM had experienced a 13pp decline in a year. We achieved a +100% growth in relative lift compared to the last study conducted. The content we generated had a high level of memorability, 5 points above the previous campaign, with a strong association of Easy as a multichannel platform, as stated by 7 out of 10 individuals.