LEROY MERLIN IN THE SOAP OPERA “SANGUE OCULTO”

Leroy Merlin invested in the soap opera “Sangue Oculto” with a series of features. The brand’s objectives for investing in this format included: to increase awareness of the brand both across the board and in strategic areas of business: DIY (tools and hardware, the core of Leroy Merlin’s business) and gardening (in the off-season, a time when sales of this family of products, such as garden furniture and barbecues and grills, are expected to slow down); by strengthening the brand’s positioning as a digital player, by upgrading the online store’s communication network; by increasing awareness of the products and services the brand has to offer, affording them greater credibility and trust; and by boosting empathy and proximity to the brand, associating it with a character and narrative intrinsically linked to these values.

Leroy Merlin was included in the funniest scenes at the campsite and the beach bar. One of the scenes in the soap opera was filmed in a new Leroy Merlin store.