The Musketeer Group owns over 4,000 stores in Europe, including the renowned Bricomarché home and garden brand. In 2013, we were tasked with creating its very first national television campaign.
Our proposal focused on showing Bricomarché as a pleasant, customer-friendly place where the client’s needs come first. We built knowledge of product categories and highlighted the ease of shopping in the store. This formed the basis of a working relationship that has lasted through the years.
We built a movie set in the back of the store—an apartment for the characters of our video spot, using materials available in store to create a home space. The whole story of a family that goes straight from its ‘storeroom’ home to the aisles of the shop floor took us a single day to shoot.
Building up the brand image was an important element of the campaign, but we also wanted to balance this general approach with highlighting individual products and special offers, as well as creating packshot animations.
In 2017, Bricomarché decided against investing in the production of a new film and chose to update our existing ‘storeroom’ campaign. We added illustrated animations to breathe new life into the piece and give it a fresh, original feel.
Sales campaigns have had such good results that we have continued to produce new promotional and sales materials.
We’ve also produced business and recruitment films for Bricomarché franchisees, as well as creating image spots that go beyond the norm…
To break through the noise of so many advertisers vying for customer attention, we wanted to find a strong image that resonated with a majority of people. We chose that shelf at home that is waiting to go on the wall, or the dripping tap that we keep meaning to fix but put off until later. And it waits, and waits and waits…
We developed this insight into an original concept. There is old story of the little dwarves who fix things in the night: but what if those elves categorically refused to do any DIY tasks? In that case, it’s Bricomarché to the rescue, delivering the materials and tools you need to do it yourself.