Johannes Leonardo recently debuted its first campaign as agency of record for Daffy's with a promotional push that seeks to highlight the N.Y. retailer's deep discounts via a subject most New Yorkers' can relate to--rent.
At the heart of the effort is a contest inviting shoppers to audition for a chance to rent The Daffy's Apartment, a posh, 1300-square foot, fully furnished pad in New York's West Village that would normally cost about $7000 a month to rent, but thanks to Daffy's, will cost only $700 for one lucky winner, come October 1.
"With everyone in retail screaming discounts and sales, we knew we needed an idea that would reposition the deep discounts Daffy's provides its customers everyday," says agency CCO Jan Jacobs. "So we applied the Daffy's discount to a big-ticket item, The Daffy's Apartment, outside of the fashion and retail world, to bring to life the huge savings that have always been synonymous with the Daffy's brand."
Through the month of August, contestants can visit their local Daffy's and record videos explaining why they deserve the digs. Daffy's will then pick five finalists to be featured in September on the store site, where visitors can vote on a winner. Jacobs says 1250 videos have already been submitted.
As part of its overhaul, Johannes Leonardo also just debuted another shopper-centric feature on the site, a truck tracker
that lets consumers know when new deliveries are arriving at the various Daffy's locations.