Leroy Merlin? Leroy Merlin! First Store Grand Opening in Kazakhstan


Leroy Merlin Kazakhstan

Рабочая группа

Leroy Merlin

Irina Pravdina, Head of marketing communications Leroy Merlin Kazakhstan
Natalia Kosyug, Head of marketing and media mix department Leroy Merlin Vostok
Marina Svoyskaya, Marketing manager Leroy Merlin Vostok

BBDO Moscow
Vladlena Obukhova, Managing director
Andrey Ivanov, Executive creative director
Valentina Naumova, Senior Art director
Pavel Volkov, Creative group head
Ekaterina Norsoyan, Producer
Maria Orlova, Account director
Nadia Aleutdinova, Account manager
Elizaveta Grigoryeva, Producer assistant

Tsyglyaeva Anna, Media Group Head

MCA Kazakhstan
Ravshan Ibragimov (Strategy Planning Director)
Alena Kirichok (Media Director)
Kseniya Golovina (Media Group Head)


DIY retail infrastructure in Kazakhstan is not fully developed.
Consumers are used to buy construction and renovation materials at bazaars where they are cheap despite the inconvenience and no guarantee of quality.
Our goal was to announce Grand opening of the first Leroy Merlin in Kazakhstan and communicate its advantages compared to bazaars, and to generate store traffic.

The main heroes of the communication are sellers and customers from the bazaars who discover Leroy Merlin. The commercial series is based on a linguistic trick - repetition. We started from repeating the brand name many times during the video to make it familiar and continued with repeating the advantages

Along with TV spots, we launched a 360-marketing campaign:
- OOH and city formats
- digital banner ads, social media
- adverts on public transport and radio

Specifically, for grand opening we launched an “opening soon” ad campaign with date & time of the event. Thus, almost about 25,000 visitors attended Leroy Merlin store this day.

The campaign ran for 3 months, and as a result there was a significant increase in the following indicators by the end of 2018 (compared to August of 2018)*:
Awareness = 54% (+12%)
Store traffic = 20% (+12%)
Purchase = 16% (+11%)
Image Atribute "prices are lower than at other stores"**= 62% (+11%)

* Source: Brand Health Tracking
** Survey results. Answers «prices are lower» and «prices are slightly lower», compared to bazaars and other stores in the category.