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Leroy Merlin: LEROY MERLIN x Andreas Charis
15 Years, Countless Ways to Say Leroy Merlin

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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.

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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.

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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.

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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.

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