SCOPE
Leroy Merlin celebrated its 15th anniversary in Cyprus with a campaign designed to bring people together through humor, community, and celebration. The objective was to highlight exclusive discounts, in-store activations, and Club member perks, while ultimately driving more visitors to the stores. Summercliff was tasked with creating an influencer-led activation that would feel fun, approachable, and community-focused.
STRATEGY
We partnered with Andreas Charis, a creator known for his engaging personality and street-interview style. The strategy was to capture the festive spirit by asking real people in-store the playful question: “How do you pronounce Leroy Merlin?” The idea tied directly to the anniversary concept: no matter how you say it, for 15 years Leroy Merlin has made everything for the home easy.
IMPLEMENTATION
Andreas conducted in-store interviews with visitors, capturing their funny and varied pronunciations of “Leroy Merlin.”
The content seamlessly integrated campaign highlights:
Up to -40% discounts on 300+ products.
-15% installation services for Club members (air conditioning & garden).
Lucky checkout giveaways every Saturday.
The big Club competition with 15 winners and 15 prizes.
The celebratory, humorous tone encouraged audiences to visit Leroy Merlin and be part of the anniversary fun.
RESULTS
Community Engagement – The interview format showcased real voices and made the campaign feel personal and inclusive.
High Shareability – The playful “how do you say it?” theme encouraged interaction and laughter online.
Strong Value Communication – Offers and Club benefits were delivered in a clear, memorable way.
Traffic Driver – The campaign motivated followers to experience the celebrations and discounts in-store.
By blending real people, humor, and value-driven storytelling, Leroy Merlin and Andreas Charis turned a 15-year anniversary into a community celebration everyone wanted to join.
