Project Leroy Merlin

From 19 to 23 February 2018, the Speculatives of the Bachelor Graphic Design and Digital Strategy Section of ESMA Montpellier take place. Either 24 students will be divided into pairs (free choice) and each group will make a visual support to broadcast on social networks Leroy Merlin’s Facebook and Instagram store.

Statement of intent

Installation and home installation at Leroy Merlin Saint Jean de Vedas.

Context

The Pose Leroy Merlin service is the first installer in France. That of our store is the second installer of the Southeast Region with 2000 projects completed for the year 2017.

At Leroy Merlin, we guarantee:

• local, skilled and trained professionals
• firm and final prices
• deadlines respected
• a unique interlocutor: Leroy Merlin
• guaranteed achievements

We put kitchen windows, entrance doors through the terrace, pool, bathroom, gates, wood stoves, thermal insulation and phonic … until small DIY through our offers adapted to all needs.

Philosophical Thematic

“We put everything … or almost”
Key words: installation, home installation, craftsman, expertise, serenity, trust, know-how.

Main fact

Our store was built in April 1986, 31 years old. Our service poses was created in 2005 and our network amounts to 76 active craftsmen partners.

Mission

Make known the Pose service via a support adapted to social networks by respecting the Leroy Merlin codes. Other media are left to the discretion of everyone.
problematic

How to make known the service poses to our customers and to break down the barriers which slow down the realization of their projects?

Target

• Montpellier and 40 km around
  Men and women, 25 to 70 years old
  owners

Copy Strategy

• Promise: “we put everything … or almost”
  Justification: our qualified experts to carry out your projects
  Constraints: Respect the Leroy Merlin framework
  Tone: offbeat that respects Leroy Merlin’s values: respect, sympathy, benevolence, integrity, proximity, expertise

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Spécalituve from 19 to 23 February 2018 – Leroy Merlin Project

Validation of the partnership project between the Ecole Supérieure des Métiers Artistiques and the Service Pose of the store Montpellier St Jean de Vedas is effective, following the meeting of Wednesday, February 7, 2018 in the presence of Ms. Jean and Mrs. Molina as well as Ms. Rey, the Community Manager and M Deguil the Regional Pose Manager.

The Bachelor Section Graphic Design and Digital Strategy, or 24 students will be divided into pairs (free choice) and each will realize a VISUAL SUPPORT to broadcast on social networks Facebook and Instagram store.

The expected visual support is a video support whose duration (average duration 1minutes 30 for 1 spot), the number (storytelling = episodes to create)
as well as the design (spot, motion design, 3D, mix of processes …), music (free of rights) is left to the appreciation of the students.

The constraints imposed:

1. Reflect the Leroy Merlin spirit and its values.

2. Take into account the particularities of communication on social networks.

3. Respect the graphic charter: typography, blocks marks and the guide of the video charter which is an internal document of assistance to the visual design.

4. Do not forget that each video must include the logo of ESMA school “in partnership with” and the logo of Leroy Merlin.

5. Be sure to follow the concepts of confidentiality and non-disclosure of productions before a date that will be communicated to you after final deliberation.

6. Recommendations Leroy merlin: The created videos come from the Leroy Merlin St Jean de Vedas store in order to distribute them on their social networks and to promote the Pose service, or even to broadcast them on a regional or national scale. Leroy Merlin reserves the right not to broadcast all videos, being judges of the quality and coherence between the final product and the Leroy Merlin brand image.

On the program as of Monday 19th February:

• The delivery of the strategy copy creation strategy written by the Leroy Merlin Community Manager will allow you to start the synopsis work.

• In-store briefing from 1:30 pm to 4 pm to answer questions about the project, to discover the store and to discuss with a few people (service poses, sales advisors, installers)

• An interim report on project progress is planned on February 26

• The final rendering is fixed on March 2nd

• The final draft is sent to the advertiser on March 6th

• Leroy Merlin’s response is scheduled for March 12 at the end of the day after selection by a jury of employees from the store to which the videos will be submitted during an internal rally on Friday, March 9, 2018. The selected video will be rewarded with a lot of worth 500 euros.