France is the country of human rights, cheese and, apparently, escalatory conflicts. Between December 2023 and December 2024, 17% of French people say they have had some conflict with their neighbors. And the main reason for these disputes is noise, especially that linked to renovations during a move, which represents 43% of complaints related to noise nuisance.
People who have just moved receive a customizable sign and flyers to place in the portal
These are the data provided by the BETC Fullsix agency, which has created “The Neighbors’ Promo Code” for Leroy Merlin, a campaign to address this daily tension from its own brand territory. Thus, the company has turned the neighborhood note on the portal into an apology for the noise of the reforms that is accompanied by an incentive for those who suffer from it.
People who have just moved and plan to carry out construction work can indicate their arrival date in their LEROY&MOI account or at a participating store. From there, they receive a customizable poster and flyers to place in the building’s portal or leave in their neighbors’ mailboxes. The message serves to notify of the inconvenience, apologize and offer a promotional code with a 10-euro discount for every 100-euro purchase, so that neighbors can also make their own renovations.
“As a DIY dealer, we are partly responsible for noise complaints linked to renovations. For us, tensions between neighbors during a move are a real problem”said Maité Boussemart, Communications Director at Leroy Merlin.
In this way, Leroy Merlin does not want to present itself solely as the place where materials are purchased; It also wants to be perceived as a brand that accompanies the entire installation, moving and renovation process. And, in this sense, the campaign expands its role beyond the shelf or the shopping cart, and places it in the real lives of its customers, where DIY decisions begin to have practical consequences.
The campaign will be active for four months in 16 stores in the Grand Ouest region, in western France. The deployment includes digital spots, printable posters with promotional codes for new residents, point-of-sale materials and in-store signage.
