Home Dream Home
Issue 21 | December 2011
Agency
Proximity BBDO Paris
Creative Team
Creative Director: Gilles Fichteberg; Art Directors: Stephane Sitter, Julie Cere ; Copywriter: Delphine Benveniste; TV Producers: Alexandra Marik, Jean-Gabriel Saint-Paul; Sound Designer: Aymeric Lepage; Motion Designer: Jeremy Delhuvennes
Production Team
Technical Consultant: Yoann Phung Van; Development: Al-Ansar Foochland; Creative Development Manager: Guillaume Rancurel; Flashor: Damien Moreau; HTML Integrator: Matthieu Bonnet
Other Credits
La Redoute ; General Director: Nathalie Balla ; E-commerce Director: Guillaume Darrousez ; Sales Manager: Géraldine Durand; Proximity BBDO Paris General Manager: Marie-Pierre Benitah Account Manager: Jonathan Serog Project managers: Julie Hassoun, Claire Nijdam, Meroia Sahmi
Date
August 2011
Background
The challenge was to launch the La Redoute Homeware Collection while still upholding the “Anything goes” slogan.
Idea
The creative strategy was to tap into the fertile imaginations of children to show what could be done with the new collection.
First, a viral film was seeded on Youtube, showing a destructive little girl getting up to no good in her bedroom.
The film invited viewers to go to la Redoute’s website to see what happened next.
A sequel film showed the same little girl imagining the house of her dreams, in which all the items were available to buy on ww.laredoute.fr
Results
A click through rate four times higher than average on YouTube.
A dedicated email campaign with a response rate 15% higher than average.
Traffic up 35% on the dedicated homeware pages.
29 million impressions in just 20 days
Homeware revenue up 10% even with media spending ten times lower than competitors.
Our Thoughts
This IKEA-esque retail campaign plays on imaginative home decoration, centred around a child who hates her room enough to destroy it like hurricane Katrina. The little girl is as cute as a button (and buttons are, apparently, very cute indeed) and a great performer, which gives the idea its vitality.